Projects
Marketing That Moves People
KSL Capital: Private Credit Strategy
Project Goal
To create a high-quality brand video that clearly communicates the value and approach of KSL’s Private Credit platform. This video was designed to build trust with investors, educate prospective borrowers, and differentiate KSL in a competitive, complex space.
The Challenge
Private Credit can be difficult to explain and even harder to personalize. KSL needed to:
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Simplify a nuanced financial strategy
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Emphasize downside protection and long-term value
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Humanize the credit team and their collaborative approach
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Align the tone with the broader KSL brand: premium, credible, and investor-first
The Approach
I worked alongside the KSL Credit team to lead creative direction, shape the story arc, and ensure the final product could be used across fundraising, relationship-building, and brand positioning.
Our approach focused on three things:
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Clarity: We distilled complex financial messaging into clear, confident language
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Credibility: We showcased the team’s deep industry experience, strategic focus, and partnership-first mentality
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Connection: We gave the credit team a human voice, allowing partners and investors to see the people behind the platform
Deliverables
A 5-minute evergreen video now featured on KSL’s Private Credit landing page and used in:
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Capital raise conversations
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Relationship marketing
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Investor education
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Website and brand positioning
Short, 30-second soundbites for members of the Credit team to post to LinkedIn.
Results
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Elevated how KSL positioned their Private Credit strategy
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Clarified the firm’s unique value proposition
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Built trust with audiences that value long-term, performance-backed relationships
Why It Mattered
This project wasn’t just about making a beautiful video. It was about helping a brand articulate why they do what they do and making sure that message builds confidence, opens doors, and drives real business.
Click here to see on KSL website
KSL Capital: Built By Operators Brand Video
Project Goal
To bring KSL’s unique operating philosophy to life by showcasing the firm’s deep operational roots and commitment to performance-driven partnerships through a powerful blend of internal and external voices.
The Challenge
While many firms in the private equity space claim to add value post-investment, few can point to the operational expertise baked into their DNA. KSL needed a high-impact, evergreen asset that:
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Articulated what “Built by Operators” really means in practice
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Featured authentic commentary from both KSL leadership and portfolio company CEOs
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Reinforced their reputation as not just investors, but collaborative business builders
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Delivered with polish, clarity, and lasting brand value
The Approach
From storyboarding through final production, I helped guide the creative strategy and messaging structure for a brand film that would do more than describe KSL’s differentiator, it would prove it.
We focused on:
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Authentic Testimony from Both Sides of the Table: Including both KSL leaders and portfolio CEOs created a 360° perspective on what operational excellence really looks and feels like.
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Performance-First Tone: Every soundbite, frame, and edit was rooted in clarity and credibility.
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Flexible Use: The video was designed to work across multiple use cases: homepage hero, investor presentations, portfolio onboarding, recruitment, and beyond.
Deliverable
A high-polish, 5-minute brand anchor video now featured prominently on KSL’s homepage and woven into:
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New investor decks
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Portfolio communications
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Recruiting conversations
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Business development and fund positioning
Results
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Amplified KSL’s Operator-First Ethos – Humanized the firm’s performance story through real voices from both leadership and partners
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Built Trust Through Transparency – Created an honest, grounded narrative that resonates with CEOs, LPs, and prospective team members alike
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Elevated Brand Storytelling – Set a new benchmark for how the firm shows up in market conversations and competitive pursuits
Why It Mattered
We didn't want to just explain a brand message, we wanted this piece to embody it. With a sharp script, purposeful pacing, and trusted voices from within and beyond the firm, the final product delivers a lasting impression of KSL as a high-performing, high-character partner committed to long-term growth for both their portfolio companies and their investors.
Arrow Electronics: The Unsung
Project Goal
To increase brand awareness among both internal and external audiences by:
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Creating a sense of pride within Arrow’s workforce and internal teams
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Capturing the attention of external decision makers at prospective client companies, particularly within B2B sectors
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Reinforcing Arrow’s unique role as a behind-the-scenes force enabling innovation across industries
Arrow needed a creative storytelling approach that would elevate its presence at the National Western Stock Show, not just as a sponsor, but as a values-driven partner with a powerful, often-unseen impact.
The Challenge
As a B2B company, Arrow's value often goes unnoticed by the average consumer, even though its components power many of the products we use daily. Internally, the brand wanted employees to feel proud of the company’s role in global innovation. Externally, the goal was to resonate with potential B2B partners who may not know Arrow’s name, but whose companies could benefit from Arrow’s offerings.
The National Western Stock Show presented a unique opportunity to connect the dots through a metaphor as bold as it was human.
The Approach
Spotlight the unsung heroes of the rodeo who quietly and courageously protect the riders, the Bullfighters. By drawing a narrative parallel between these bullfighters and Arrow’s behind-the-scenes contributions to technology, we crafted a story that was both emotionally powerful and strategically aligned with the brand’s identity.
Key Creative Elements:
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On-the-ground production capturing bullfighters at work and in quiet moments to build authenticity and emotional depth
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Narrative voiceover tying the physical courage of bullfighters to the intellectual and technological courage of Arrow’s teams
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Minimal branding, maximum meaning, allowing the metaphor to speak volumes
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Multi-platform storytelling strategy, with cutdowns optimized for LinkedIn, internal comms, and event screens
Deliverables
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A long-form hero film played throughout the Stock Show and housed on Arrow’s internal and external platforms
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Short-form reels to extend campaign life across Arrow’s B2B channels
Results
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Internal Engagement: Arrow teams expressed increased pride in the company’s mission and identity, reinforcing employee connection to the brand
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B2B Visibility: The metaphor resonated strongly with decision-makers—especially in industries where Arrow’s presence is critical but invisible
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Cultural Credibility: Arrow stood out from typical sponsorship content by telling a human-first story, gaining positive feedback across platforms
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Brand Equity: Strengthened Arrow’s position as a humble innovator, essential to progress, but never overly loud about it
Why It Mattered
This campaign delivered emotional resonance with strategic intent. It honored a cultural moment (rodeo), told a story everyone could relate to (sacrifice without spotlight), and reframed Arrow’s B2B value in a way that felt personal. By balancing storytelling craft with business alignment, the video became more than content, it became a brand moment.
