A “Lightbulb” Moment: The SLA’s Digital Evolution

The Challenge

Create a compelling brand story video that showcases CEO Benjamin McKay's vision for transforming organizational communication through video and multimedia. The piece needed to position the Surplus Line Association of California as an industry innovator while demonstrating the tangible impact of their digital-first communication strategy.

My Role

  • Director of Photography: Developed the visual narrative and captured cinematic, high-quality footage. Established a modern, dynamic aesthetic (lighting, composition, movement) to align with the SLA's innovative positioning.

  • Editing Oversight: Oversaw the complete post-production workflow, ensuring the narrative flow was compelling, fast-paced, and effectively synchronized with the strategic messaging.

  • Motion Graphic Designer: Created custom motion graphics and kinetic typography to visualize complex data points and reinforce key communication metrics, enhancing viewer engagement and message retention.

The Outcome

The strategic quality and compelling narrative led to the press release being picked up by major mainstream media, including Yahoo News.