Hi, I’m James

With over 10 years in digital marketing, I’ve helped brands shape content and messaging that feels consistent, authentic, and genuinely resonates with their customers. I love to define marketing direction, guide content strategy, and help drive measurable sales growth for brands that understand the power of video.

SKILLS AND EXPERTISE

Video Content |

Video Content |

Watch My Most Popular Food & Beverage Videos

Explore some of my favorite video campaigns in the food and beverage space. I led the creative and growth strategy across video, social, email, partnerships, and retail, building repeatable content systems designed to attract first-time customers while strengthening loyalty among existing buyers.

“The Office” Parody Commercial - Part 1

As the creative strategist and director, I have always believed that the best marketing doesn’t simply sell a product; it tells a story that resonates. These commercials allowed me to put this philosophy into practice. The goal to revive the brands digital presence and connect with a younger demographic without alienating their loyal customer base. These video ads perfectly bridged holiday heritage and modern pop culture: combine Santa Claus with a parody of the popular sitcom The Office. Santa appears as an intern working at the bakery, navigating the quirky day‑to‑day tasks of fruitcake production.

“The Office” Parody Commercial - Part 2

Looking back on the first project, we were struck by how it exemplified the principles of effective storytelling and marketing. We positioned Collin Street Bakery, its employees and some holiday traditions as the stars. Due to the success of the first video, we had to shoot a sequel. So we amped up the amount of characters, jokes, and even got the owner of Collin Street Bakery to do a scene.

Product Focused Video Ad Campaign

This video was part of a series of videos that were launched as ad campaigns on YouTube and Meta. The head baker was featured in this particular video, and other bakers on the staff were featured in the other videos in the series. The 6 video series had a 10.5 X ROAS and was used in many other marketing assets.

Infomercial Style Video

The idea for this Collin Street Bakery video series came from the QVC style approach to selling products. Since the main demographic for these products are 65+ years old, it seemed right to craft video content that is tailored to the audience. Typically, customers would receive a print catalog in the mail with these products and prices. I wanted to create a video that featured all the same information, but could be used to accompany the direct mail components, supporting it online via YouTube, Meta, email campaigns, and on the website home page. The videos quickly informed the customers of the features and benefits, resulting in an outstanding ROAS on the ads produced using the videos.

Video FAQ Series

This video series was conceptualized as a result of the enormous amount of questions that would flood the customer service teams for the company. To answer these frequently questions in advance, via a video series that was published on social media and via the email newsletter.

Unboxing Video of Flagship Product

When brainstorming ways to create content around a specific product, we decided that a specific YouTube video trend would be the perfect fit—an unboxing video. This video allowed for the long form content and stories from the VP of the company to inform and inspire viewers.

Taste Test Commercial Video Series

This was an event! While this video shoot was a larger production for the bakery, everything fell into place perfectly. I needed to ensure that we had plenty of foot traffic at our location during the shoot, so I ran geo-targeted Meta ads to bring the testers in. Shooting this commercial while the cafe was open and serving customers was complicated, but we had a 10 person crew to assist and everything ran smoothly. For the first time, we got real people, not actors, to try the product on camera. Some, were trying fruitcake for the first time ever.

Website Checkout Explainer Video

When Collin Street Bakery built a new website with enhanced functionality, there was a need to explain the functionality to the older demographic that was used to the way the previous website worked. After many customer service inquiries, it seemed like a video was an effective way to communicate the sites features. After careful scripting and story boarding, this animated explainer video conveyed all the information needed for the existing website users to be able to effortlessly use the new site.

Motion Graphic Explainer

This was a completely different type of video for several reasons. The goal of the content was to tackle some of the misinformation and rhetoric around a product for the bakery. Using story boards, voice over, and talented motion graphics animators, we put together a video that was a unique conversion driving asset for the brand. Placing this video on the amazon and e-commerce product pages immediately increased conversion rates.

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Let’s Connect!

I’d love the opportunity to bring my experience in food & beverage, consumer growth, and video-led marketing strategy to your team and help shape the next phase of your brand’s growth.