BACKGROUND
This project was for clients in the fitness and craft industries. The goal was to build genuine audience connection by showing what a brand's world actually looks like rather than a polished version of it.
For the running coaching community, I wrote a 30 to 45-second montage that opens with something unexpected about a running coach's day specifically to subvert what the audience assumes the video will be. The spreadsheet beat was a deliberate comic moment written to make the payoff shot land harder by contrast. The result was a format that builds affinity by being self-aware about the unglamorous parts of the job before earning the emotional high point.
For the small-batch ceramics studio, I wrote a slower, more atmospheric montage that resists the instinct to match TikTok's usual pace, because the brand's identity is built on quiet, deliberate making and the content should reflect that. The key line, about not knowing what you have until the kiln opens, was written to carry the whole emotional arc of the video without needing a presenter. The result was a process video designed to feel absorbing rather than promotional.
