The video engine behind a social phenomenon.

The mandate

I owned brand visuals and quality for every piece of customer-facing video. That meant hiring, mentoring, and leading a team of eight at our largest; building our in-house studio from nothing (budgets, equipment, productions, even our own motion-control robot); and sitting weekly on social, brand, and marketing councils with senior leadership to align every campaign.

It also meant dragging the branding team into the future: 3D, 2D motion design, and AI, including custom AI API tooling I built by hand.

The brand refresh

Getting to the core of it. Crumbl’s first brand refresh went back to the essentials (Crumbl, pink boxes, stunning visuals), rebuilt in 3D and motion design.

Campaigns that performed

From product launches to brand storytelling, I led the video team through the brand’s strongest assets, built for both performance and brand elevation.

Selected films

A few pieces from the run: seasonal launches, the dessert rebrand, and the graduation campaign.

Outcome

Four years, 1.5 billion views, and a content engine that outgrew the startup that built it. The AI work I do now is built on this foundation: real production craft, at real scale.