Social Media video Direction
I bring ideas to life through dynamic social videos that grab attention and tell a story. From initial concept to final cut, I lead the creative direction; shaping visuals, pacing, and tone to make each product shine in an engaging and authentic way. Partnering with our in-house video and photo teams, I stay tuned to cultural trends and audience insights to keep content fresh and relevant. I also work closely with partners such as but not limited to Disney, Peanuts, and Nintendo to create videos that respect and enhance both our brands’ voices. Depending on the project, I dive into music choices, editing, and sometimes hand modeling to ensure every detail hits the mark.
Photography and video by Hallmark’s New Media Studio. All artwork on this page is the property of Hallmark Cards, Inc. © HMK, LLC.
Created in collaboration with the managing editor, writer, creative director, and photo studio to ensure every visual reflects Hallmark’s legacy and meets the expectations of today’s consumer.
Peanuts® 75th Anniversary Video
To celebrate 75 years of Peanuts®, I led art direction and design for this short-form social video, taking audiences behind the scenes into the Hallmark archives. Working closely with our video team, I helped shape the visual story to honor Peanuts’ legacy while connecting with today’s fans. From concept to final cut, I focused on highlighting the long-standing relationship between Peanuts® and Hallmark, then transitioned into showcasing our new 75th anniversary collection. The video features narration by Hallmark’s historian, adding a personal and authentic voice to the story.
Peanuts® Snoopy Birthday Video
Working with our in-house video team, we developed a video taking beloved Snoopy out for a big day to celebrate his birthday. I directed on site at multiple locations and edited the video for a rollout on social media.
Hallmark Signature Cards Video
I concepted and art directed this cozy gifting moment to highlight Signature cards featuring books and records. By unwrapping gifts and cards on camera, we brought the product into a personal, relatable setting that encourages everyday giving.
Lady and the Tramp Stop Motion Video
Conceptualized and art directed this stop motion video featuring our Hallmark plush duo inspired by Lady and the Tramp. Recreating the iconic spaghetti kiss moment was a fun challenge that brought the characters to life in a playful, heartfelt way. The goal was to capture that timeless love story with a fresh, tactile feel that resonates with Disney fans and Hallmark customers alike.
Better Together: Ketchup, Mustard & Relish Video
I art directed and conceptualized this playful social video to spotlight our Better Together condiment trio. To give each plush its own moment, I pitched the idea of tossing them into a catcher’s mitt to tie in summer and ballpark energy. I worked with our video team to bring the concept to life and added an engaging prompt to spark comments and interaction from our audience.
Snoopy Typewriter Video
I led concept, music selection, and editing for this social video featuring our 75th Anniversary Snoopy Technoplush. The typewriter detail sparked a playful connection to Taylor Swift’s Fortnight video and her Tortured Poets Department era. I pitched the idea to lean into that visual parallel, working with our video team to shoot it in a way that felt moody, on-trend, and shareable. The result is a fun, culturally relevant moment that blends product storytelling with internet-savvy humor.
Wienermobile Ornament Reveal Video
This video was one of my favorites to work on. We pushed the envelope to announce our new Hallmark Keepsake Wienermobile ornament with Oscar Mayer. It starts focused on the ornament and then zooms out to show a whole Christmas tree decorated with bare hot dogs. It’s a silly surprise meant to catch people’s attention and bring some humor to the launch.
Pickle Technoplush Video
This fun video features our Pickle Technoplush hanging out next to an unhinged pickle cake. The goal was just to make people smile and grab attention with something playful and unexpected; perfect for graduation season and a little lighthearted gift inspiration.
Peanuts® Mystery Plush Video
I directed and edited this unboxing-style video to reveal our Better Together Peanuts® 75th Anniversary Mystery Plush collection. The goal was to capture the excitement of blind box openings while giving each character a fun spotlight. The final edit keeps the energy playful and quick to connect with fans and drive engagement.
Card Box Social Video
I art directed this intimate video celebrating the joy of saving cards forever. To bring the concept to life, we had the social team share their own card collections and pack them into a simple shoebox, creating a real, relatable moment. The video taps into nostalgia and encourages viewers to cherish their own cards, supporting a larger campaign about the lasting value of heartfelt messages.