01 EXPERT DRIVEN CONTENT
PROCORE.COM/LIBRARY
PROCORE.COM/LIBRARY
The returns on a content marketing bet can be huge, but to be successful it takes a couple of key ingredients: velocity and quality. Our content team joined Procore as part of an acquisition, and although we’d already proven that our model worked in a specific segment of the construction industry, Procore’s customer base is the global construction industry.
Our creative team consisted of 4 writers, 3 designers, and 2 video creators. I led the team of two video creators on our mission to help and educate the construction industry.
We took advantage of the ubiquity of video conferencing and got to work conducting interviews. Between the two of us, we produced 100 snackable videos our first year using traditional editing tools.
In our second year, I began experimenting with Descript, an AI powered editing tool. Embracing new ways of working gave us a 300% increase in output velocity.
The quality of our team’s work has grown with the volume we’re able to produce, and procore.com/library now sees half a million visitors a month and growing, hundreds of hours of video consumed a month, and millions in pipeline generation.
Below you’ll find links to just a few articles with our video shorts, but there are hundreds spread across procore.com/library.
ROLE:
Supervisor of media production
Our creative team consisted of 4 writers, 3 designers, and 2 video creators. I led the team of two video creators on our mission to help and educate the construction industry.
We took advantage of the ubiquity of video conferencing and got to work conducting interviews. Between the two of us, we produced 100 snackable videos our first year using traditional editing tools.
In our second year, I began experimenting with Descript, an AI powered editing tool. Embracing new ways of working gave us a 300% increase in output velocity.
The quality of our team’s work has grown with the volume we’re able to produce, and procore.com/library now sees half a million visitors a month and growing, hundreds of hours of video consumed a month, and millions in pipeline generation.
Below you’ll find links to just a few articles with our video shorts, but there are hundreds spread across procore.com/library.
ROLE:
Supervisor of media production
01 EXPLAINERS & ADS
PAID MEDIA
PROCORE RISK ADVISORS
How do you sell something that hasn’t really existed before? How do you convince someone to leave a longstanding business relationship for a tech company?
To help a new risk product from Procore explain itself to prospective customers, I created this short animation to show how they’re different than anyone on the market.
By keeping it simple, concrete, and surprising, the PRA team had an effective and critical tool in their GTM strategy.
ROLE:
Copywriter, art direction, animation
To help a new risk product from Procore explain itself to prospective customers, I created this short animation to show how they’re different than anyone on the market.
By keeping it simple, concrete, and surprising, the PRA team had an effective and critical tool in their GTM strategy.
ROLE:
Copywriter, art direction, animation
BLAZE WITH T-PAIN
Learn how to grill with T-Pain. There’s really not much more to say.
ROLE:
Editor, color, motion graphics
ROLE:
Editor, color, motion graphics
ENTERGY
Entergy is a national utility provider with some of its biggest markets in the southeast. These ads are just a few of the dozens I worked on with them over several contracts.
ROLE:
Editor, color
ROLE:
Editor, color
Safe Virtual Neighborhood
ROLE:
Art direction, character design, animation
Art direction, character design, animation
04 TESTIMONIALS
SOCIAL PROOF
PROCORE RISK ADVISORS
Procore entered the insurance and surety market in 2023 as an experiment. The options available to the construction industry just weren’t built for them, so Procore Risk Advisors was created to meet the specific needs of general contractors.
Procore Risk Advisors is a new offering, so their ICP is very specific. We created these testimonials to connect with similar GCs through a nuanced understanding of the problems, and a jargon-free explanation of the solutions they found with PRA.
ROLE:
Producer, editorial direction
Procore Risk Advisors is a new offering, so their ICP is very specific. We created these testimonials to connect with similar GCs through a nuanced understanding of the problems, and a jargon-free explanation of the solutions they found with PRA.
ROLE:
Producer, editorial direction
FORTE FOUNDATION
The Forte Foundation empowers women to grow their careers in business. Using the stories of current and former Forte associates and leaders, we created an impactful package of video profiles for outreach and fundraising.
ROLE:
Editor, colorist
ROLE:
Editor, colorist
03 EDUCATION
ONLINE LEARNING
CONSTRUCTION FINANCIAL MANAGEMENT
Professor Stephen Peterson literally wrote the book on construction financial management. We partnered with him to create a free online course that provides a solid foundation in accounting for a construction company.
︎︎︎LINK TO COURSE
ROLE:
Producer, post-production supervisor, motion graphics
︎︎︎LINK TO COURSE
ROLE:
Producer, post-production supervisor, motion graphics
NYC Schools
NYC Public Schools serves millions of families, and the enrollment process is far from simple. This animated explainer was created to give families a visual understanding of how the admissions process works.
ROLE:
Art direction, animation
ROLE:
Art direction, animation
02 UNCOMMON CONSTRUCTION
SHORT DOCUMENTARY
THE UNCOMMON PATH
The construction industry is facing a very real labor shortage. As older generations retire, there isn’t enough of a workforce to replace them and meet demand, leaving millions of positions unfilled.
Where have all the construction workers gone?
unCommon Construction is working to solve this problem by giving earlier opportunities for students to engage with the construction industry.
We met Aaron Frumin on a jobsite and had to know more about unCommon. After a few phone calls, we jumped into production on a short documentary that could be shown at Procore’s Groundbreak convention, and used by unCommon in their capacity building campaign.
Shot, edited, and delivered in two months.
ROLE:
Producer, Director, Editor
Where have all the construction workers gone?
unCommon Construction is working to solve this problem by giving earlier opportunities for students to engage with the construction industry.
We met Aaron Frumin on a jobsite and had to know more about unCommon. After a few phone calls, we jumped into production on a short documentary that could be shown at Procore’s Groundbreak convention, and used by unCommon in their capacity building campaign.
Shot, edited, and delivered in two months.
ROLE:
Producer, Director, Editor