Direct Address makes thought leadership video for B2B companies. Their whole argument is that your best marketing asset is the person who founded the thing, and most companies bury them behind a brand voice.

So the mark is a spotlight. Not a camera, not a play button — those describe the equipment. A spotlight describes the effect: you point it at one person and everyone looks.

Two cones meeting at a point, one half carrying a full-spectrum gradient, one solid. Color system named after directors, because the product is direction rather than footage. Then the landing page carrying all of it.

Check it out

The line about the mark being a spotlight instead of a camera reframes the whole pitch. Do most founders resist being on camera at first, or does that argument get them comfortable fast?

How do you show strategic ownership when the big campaign idea wasn’t yours but everything that made it work on social was?

At charity: water, the Creative Director established the overarching campaign direction. As Social Media Manager, I translated that direction into the organic social strategy for two End-of-Year Giving campaigns including: the content narratives, channel roles, editorial calendars, production briefs, and cross-functional execution plans.

My first case-study draft included everything. It was thorough but it also felt like homework that would overwhelm or bore a stranger.

So I rebuilt it around what someone actually needs to understand:

→ The problem I was responsible for solving

→ What I owned versus what I collaborated on

→ How the strategy evolved from 2023 to 2024

→ The execution and results that support the story

Together, the integrated campaigns raised $7.4M. The fully reported 2023 organic campaign generated 8.17M+ impressions and 172K+ engagements.

I just published the shorter version here: Check it out

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