This campaign primarily lived on Facebook and Instagram. When I entered they picture, “Fire Pit Rules” has been sold in, without any concept or idea of tone. Canadian Mist was going through an identity crisis, so I was integral in helping decide tone (jester and everyman).

With a small team, I concepted the video content, built out the shot list, art directed the shoot (during a ice storm!), helped with edits, and planned the social calendar and strategy. In the end, we produced 15 videos, 8 instagram stories, plenty of still photography, and 6 additional short animations. There were a lot of moving parts, and a lot to keep organized.