When video production
gets Meta

Meta Business Partners needed a video to help partner agencies understand (and trust) messaging-led ad campaign templates for social.

The material already existed. Toolkits. Frameworks. Strategy decks. (I helped build those too, by the way.)

What they didn’t have was a story anyone actually wanted to watch.

So I proposed one.

The video needed to feel sharp, useful, and confident without boring you.

My job was:

• to shape a clear narrative from dense internal material

• to write the script and define the pacing

• to source and structure visuals that supported the message

• and to set a creative direction that an external agency could execute with.

I led the initial concept and built the first rough cut, handling scripting, stock sourcing, voiceover coordination, and editorial flow while the marketing manager was out. The focus? Momentum, clarity, and restraint.

That rough cut became the foundation for the final version. It served as a guide that the agency could use to handled the polish, while I stayed involved to ensure the final look and feel aligned with the sub-brand and original intent.

The result?

A video that made complex strategy feel accessible (and persuasive) without overreach.

More importantly, it worked. The message landed, and the piece helped frame how partners understood the value of messaging-based campaigns.

This project is a good example of how I work when:

• the brief is unclear (or non-existent)

• the material is dense

• multiple hats are required

• and creative direction matters as much as execution.

Editorial judgment, narrative clarity, and creative direction — applied early, so everything downstream moves faster.

Scroll down to see the final cut of the Meta Business Partners messaging toolkit promo, and check out pictures in the photo gallery below.