SCALED END-TO-END VIDEO PRODUCTION, GENERATING 1M+ VIEWS

As one of two marketers at Daffy, I owned video production from concept through post, including research, concepting, scripting, storyboarding, directing executives, filming, appearing on camera, recording voiceovers, editing, publishing, and repurposing content for social.

I also partnered with a designer to refine graphics and branded visual treatments, ultimately producing 435+ videos across customer stories, executive thought leadership, financial education, product explainers, marketing campaigns, and social-first content.

Daffy was built to make donor-advised funds, historically associated with wealthy donors and traditional financial institutions, accessible to a broader audience. Our video strategy therefore centered on demystifying the category, building trust, and making complex financial ideas feel relevant to everyday donors.

To do that, I developed content around clear audience needs and practical takeaways, using plain language, conversational scripts, concrete examples, product visuals, graphics, and credible subject-matter expertise. The goal was to strike a balance between financial credibility and approachability, so Daffy felt informative and trustworthy without sounding like a traditional financial institution.

I then adapted that strategy by format. Long-form video was used to build context, explain more complex ideas, and establish executive expertise, while social-first video focused on one clear insight at a time, using stronger hooks, tighter storytelling, vertical framing, captions, and faster pacing to earn attention in-feed.

1. 1

   Develop the story. I sourced ideas from customer conversations, SEO and keyword research, content trends, and the editorial calendar, planning around timely cultural, seasonal, and financial moments. I translated those insights into scripts and storyboards, working closely with Daffy co-founder & CEO Adam Nash, who also taught personal finance at Stanford, to verify financial claims and keep the content accurate and understandable.

2. 2

   Direct and run the shoot. I directed Daffy executives and other talent, coaching delivery, shaping takes, identifying edit points, and capturing alternate intros and endings to test different hooks, especially for social. I also operated the camera and handled lighting, wireless audio, mic'ing, test takes, recording checks, teleprompter setup, and voiceovers when needed.

   Production toolkit

   • ▸Camera and rigging: Nikon Z5 mirrorless camera, iPhone with SmallRig mobile video rig, FreeBlazer AD-80 tripod, 15mm rail system, SmallRig camera cage, and teleprompter with iPad
   • ▸Lighting and audio: RC 450 COB LED light with RA-D85 softbox, Sennheiser SK 100 G4 transmitter and EK 100 receiver, and Sennheiser ME 2 lavalier microphone
3. 3

   Build a content engine. I repurposed long-form videos, podcasts, interviews, and news appearances into content for Daffy’s website, social channels, marketing campaigns, and FAQs. For social, I pulled strong standalone moments and adapted the hook, context, framing, pacing, captions, and graphics for the feed. For faster social-first concepts, I sometimes filmed myself, giving Daffy another recognizable brand face without requiring a larger shoot.

4. 4

   Edit and refine. Post-production included editing, pacing, audio, captions, and motion graphics. When a piece needed additional visual polish, I partnered with a designer to refine typography, layouts, graphics, and branded treatments so the final work stayed consistent with Daffy’s broader creative system.

5. 5

   Scale the workflow. I continually tested AI-assisted tools for transcription, content repurposing, product demos, and video generation to reduce production bottlenecks. I used automation to increase output while keeping strategy, storytelling, directing, editing, and final creative judgment human-led.