Samples of my work for Saela Pest Control (formerly Edge) over the years. I am the creative director and co-director of brand strategy. I pitch and create ad campaigns, internal communications, training courses, and company broadcasts. I lead the brand identity, monitor its use and ensure consistency across departments, and direct collaboration efforts across the company to improve the employee and customer experience.
I have produced and directed over 700 videos for Saela. That's an average of 1.5 videos per week for the past ten years. Unless otherwise noted, these videos were created entirely by me including pitching, writing, producing, directing, shooting, sound recording, editing, color grading, and sound mixing.
Customer Welcome Video 2023
This video orients a new customer to the service. I consider it a big improvement over the previous version. It's shorter and more direct and improves the customer experience of watching the video without overwhelming. The "It's better without bugs" slogan and campaign was created by me. I also wrote the voice-over and chose to refer to re-service (the industry standard term) as warranty services to communicate more value to the customer.
Pest Facts (Probably) ad campaign
One of five spots from Saela's summer 2023 ad campaign. I wrote and directed this campaign with the aim to use humor and witty dialog to stand out. Saela saw great success with these spots maintaining 74% viewer retention through 75% of the total run time and achieving a 3.75% click-through rate.
PestMate Automation ad spot
This was part of a campaign to launch the PestMate software to the public. I wrote, produced, and directed the campaign, but had a crew for production. All post-production was done by me.
Monthly CEO messages
Once per month I write and produce a message from the founder and CEO that is distributed to the entire company. Because we've worked together for many years, most of my writing receives minimal edits from him.
Past customer welcome videos
This video introduced a new customer to the Edge service (with temporary updates after the rename to Saela) and educates on how pest control works. Animations were produced in-house by others under my direction.
Employee of the month profile videos
Produced regularly to allow the company to get to know the employee of the month and shared on the company news website.
Live events and company broadcasts
I run regular training or event kickoff broadcasts sent live to our branches across the country. This broadcast featured incentives for our technicians as we launched the new brand to customers.
Edge Messenger campaign
This is one example from the many ad campaigns I wrote, pitched, and produced. This one specifically was optimized for mobile audiences and produced with minimal budget. Animation was done by me.
Culture and principle trainings
Leadership principles and company culture are highly focused on at Saela. Once per week, teams meet to discuss a video or document from the company culture curriculum. This is the first video from a series and there are several series that I produced. The graphics were created in-house by someone else but the animation was done by me.
Technical trainings
This is an example of many classroom instruction videos I've produced. These are available to technicians to improve performance and service.
Premium rodent service certification
This is from a series of trainings on our rodent service. The series included on-location and in-studio shoots.
Door-to-door sales trip incentive teaser
I have created hundreds of short promo videos to generate excitement around an incentive or competition for the sales team. This one teased an upcoming trip incentive.
Edge Kauai Trip 2017
Trips are an annual incentive for employees and sales reps. I flew out on my own with my gear to Kauai for a beautiful on-location shoot.
PestMate guided tour promo
This video was part of a series of demos created for a trade show exhibit and highlighted the features of software used by Edge.
PestMate Learning Center
I produced a comprehensive training library of instructional videos so PestMate users could learn in depth how to operate the software. I developed the curriculum, wrote the scripts, and did all the screen captures. Even the voice-over talent is yours truly.
Edge Summer Sales recruiting spot
This was from the first project I produced for Edge and led to my full-time position. Writing, directing, and shooting were done by others but I produced, location managed, and did all post-production.
