How I ended up doing this

I have a bachelor's degree in Public Relations and Strategic Communication from Utah Valley University, where I spent four years on messaging, audience research, crisis communication and campaign strategy. Less glamorous than it sounds, and it's the reason I think about content the way I do.

That's still how I start every project. Before I pick up a camera I want to know who we're talking to, what they already think about you, and what we need them to remember afterward.

Since then I've managed social media and made content for companies in travel services and in jewelry, along with a few others. The two have almost nothing in common, which is probably why they taught me so much. Travel is about selling a feeling, a place someone wants to be inside of. Jewelry is about precision: shooting small, detailed products so they look as good on a phone as they do in person, and earning enough trust that someone feels comfortable spending real money.

Either way the approach was the same. Find the story only that brand can tell, put it in a format people will actually watch, and keep it going long enough to see it pay off.