Directs viral videos of every kind, from a 50M-view campaign to product-led content that's far harder to make spread.
Short-formDirectionHooksEditingDistribution
Context
Going viral once is luck; doing it on purpose, repeatedly, across very different briefs, is a craft. I direct short-form that spreads: both the easy-to-love travel content and the genuinely hard stuff: product-led videos for an app.
What I did
Engineered for the first second. Every video is built around a hook that earns the next three seconds, then a structure that holds retention to the end.
Directed end to end. Concept, shot list, on-camera direction, edit and sound: one accountable creative line from idea to upload.
Made products spread. The 50M-view travel campaign is the headline, but the harder win is product-led content (GuitarTuna) pulling 1.4M+, content that has to teach and convert, not just delight.
Re-shipped what worked. Winning formats were re-cut and adapted across platforms and accounts so a hit became a series, not a fluke.
Result
50M+ views across platforms, anchored by a single video at 24.7M (≈50M cross-platform) and a 21M Instagram Reel, alongside product-led videos engineered to convert, which is the far harder bar.
