🎬 Start-Up Creative Directing | Terawatt Coaching

⚡ I collaborated with team members, videographers, editors, and actors to produce 50+ professional reels and photos of professional development coaches across the U.S for start-up website.



🎯 The Need

Terawatt, an enterprise group coaching start-up wanted to showcase their variety of professional development coaches on their website so their customer, mid to large size corporations, could get a feel on the coach they were hiring.

I was tasked with sourcing all of the pieces to get short video reels + professional photos for 15+ coaches across the United States.



Each shoot needed to demonstrate:

• The virtual/online aspect of the group coaching
• What the coach specialized in + past experiences/transformations



Deliverables for each shoot:

• Video interview of 10+ questions
• Photoshoot to get headshot
• B-roll shots if needed

🗓️ The Process

• Planning & Documentation
  • Put together a shot list for the professional photos and videos
  • Worked with Marketing Director to develop style, guidelines, and vibe
    • Outlined comparables like MasterClass and BetterUp
  • Created shoot guidelines, interview questions, and instructions for the actors, videographers, and coaches
    • Setting: Bright, homey, and neutral
    • Style: Natural, organic, genuine, uplifting, and authentic

Shot list of comparables



Instructions and guidelines for internal team



• Sourcing
  • Using Backstage, I recruited 20+ paid actors for each coach's virtual class demo
  • Through Upwork, I interviewed and selected top videographer/editor talent
  • Once actors and videographer were selected, I organized prep calls with the entire team to prepare for the day of shoot



Actor prep documents and final result



• Travel Logistics
  • I arranged flight and lodging for myself and the videographer in each shoot location
    • Locations included: Colorado, California, Florida, New York, Michigan, Connecticut, etc.



• Prep + Day of Shoot
  • Prior to the shoot the videographer, actors, and coaches were all sent calendar invites, guidelines, and contact information
  • Videographer and myself came 1hr.+ in advance to set up/arrange the setting in coach's home and prep them with questions and warm ups
  • Videographer captured A & B angles while I asked questions and guided coach's answers (best suitable for editing and personality)
  • Videographer and I captured professional headshots, candid photos, and b-roll all through coach's home



Behind the scenes of shoots

🔦 Tools Used:

• Google Docs + Notion—Planning & Documentation
• Google Drive—Storage
• Zoom—Host Virtual Classes
• Backstage—Sourcing Actors
• Upwork—Sourcing Videographers
• Gmail + Google Calendar—Emailing and Scheduling

🎬 The Final Product:



Videography Result:



🎞️ Watch Amy Wong's Reel Here

Example #1 - Amy Wong, Executive Leadership Coach



🎞️ Watch Shoshanna Hecht's Reel Here

Example #2 - Shoshanna Hecht, Executive & Personal Coach



🎞️ Watch Elizabeth Sandler's Reel Here

Example #2 - Elizabeth Sandler, Career Strategist & Workplace Investor

Photography Result:

Collage of different coach photoshoots



Do you need help visualizing, concepting, or executing a virtual/in-person shoot? Contact me through my Services page! 💌