2020 was not an easy year.

The lockdown changed the way we function in our day-to-day lives. It’s also given a lot of people a lot of downtime; which, in turn, has given people lots of ample opportunity to smoke cigars. This means that more effort than ever has been put into promoting cigars.

But the world doesn’t stop.

General Cigars approached us in early autumn of 2020 about sending in their Brand Ambassador for Macanudo, Laurel Tilley, into our studio to capture a series of educational and promotional video and photography content that could be used for both the recently relaunched Cigar World website and Macanudo’s social channels. It was on me to lead extensive pre-production planning in order to capitalize on the limited time with our talent and maximize the ROI--all while creating a safe and secure environment amidst the covid-19 pandemic.

Responsibilities:

• Conceptualized a series of topics to make videos for both Cigar World and Macanudo that catered to SEO and social engagement needs.

• Designed and constructed a set with a lounge aesthetic capable of safe indoor smoking while also sourcing the best props and elements on a minimal budget.

• Created and organized shot lists and schedules to keep production moving smoothly.

• Directed the video and photo shoots.

• Ensured a secure environment with all proper precautions, protocol, and sanitary needs to say safe amidst the covid-19 pandemic.

• Provided craft services and multiple meals for talent and crew.

• Oversaw all rounds of editing for video and photo content as well as handled client-provided revisions.

• Implemented content delivery strategy on digital and social channels to garner the best reach and engagement.