Branded video that doesn't feel branded
Producing branded content for Conagra, Intel, Adobe & American Greetings at Mashable
Branded video usually fails because it looks and sounds like an ad. Mashable's audience came for editorial — anything that broke that voice was instantly tuned out. The job was to make videos that brands would proudly pay for and audiences would actually watch.
- 01
Worked with in-house and freelance video teams to scope, cast, and shoot branded series across industries — food, tech, fashion, weather data.
- 02
Researched subjects and built interview briefs so videographers walked into shoots with a real point of view, not a list of talking points.
- 03
Led on-site interviews to pull out the real story — the founder moment, the cultural insight, the surprising stat — that the brand wanted but couldn't write themselves.
- 04
Provided copy and animation guidance in post so each piece landed in Mashable's editorial voice while still serving the advertiser's brief.
- 05
Produced for brands including Conagra, Intel, Adobe, and American Greetings.
- →Series spanned business, food, technology, and culture — published on Mashable's Brand X channel.
- →Subjects included Russ & Daughters (100-year NYC institution), Harlem Haberdashery, quantified-self pioneers, and weather-data startups.
- →Built a reusable production playbook for translating brand briefs into editorial-quality video.