Hired in Dec. 2020 as Creative Director by Noiz marketing agency to exclusively focus on the launch of INDI EV as a consumer-facing company.
Tasked to lead on content marketing efforts as the client debuted their first electric vehicle, The INDI ONE, and introduce INDI as a Los Angeles-based lifestyle brand primarily targeting millennials and Gen Z’ers.
Duties include, but are not limited to:
- Directing a lean team of creatives
- Pitching to the client and executive board
- Hiring and managing full-time producers
- Sourcing creatives to execute ideas
- Budget Management
- Spearhead a cohesive, multi-faceted launch campaign
- Leading on Website Relaunch and Site Content
- Producing and Editing Videos and Photos
- Penning scripts, feature-length profile stories, and social copy
Weeks ahead of the October ’21 EV debut, we launched our influencer campaign which first introduced INDI as a lifestyle brand via content packages (each participant getting a short film, photos, and in-depth editorials) connected to INDI’s content pillars: Extreme Sports, Exploration/Travel, Luxury, and Pets. Their stories of taking the road less traveled to achieve their unique goals align with INDI, a brand for those who opt to succeed on their own terms.
Actor, Skateboarder
Stylish Brooklyn Dog
Marketing Maven
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Pillar: Extreme Sports | The INDI brand is based in LA, the land of skaters, hikers, and surfers.
Penned a feature story on Ryder McLaughlin, an LA-bred skateboarder-turned-actor who starred in critically-acclaimed 2021 film North Hollywood. His journey to stardom was unconventional, requiring him to be fearless. Ryder skipped college to skate with his Illegal Civ crew, finding new creative passions along the way.
We produced a comedic video where Ryder teaches friends Sunny and Aramis how to be cool pro-skaters, just like him.
Commissioned photographer to shoot images to support the shoot.
Director & Writer: Serrandon Jones
Supervising Producer: Michael Dispenza
Director of Photography: Drew Ganyer
Music: Nu Goteh
Photography: John Marquez
Credits:
Director & Writer: Serrandon Jones
Supervising Producer: Michael Dispenza
Director of Photography: Drew Ganyer
Music: Nu Goteh
Photography: John Marquez
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Pillar: Pets & Exploration/Urban Travel | The INDI One is a pet-friendly vehicle, fit to comfortably host man’s best friend. It’s also an EV for adventurers, looking to get out for new experiences.
Penned a feature story on MWD’s mom Yena Kim, who quit her secure job as a designer for Ralph Lauren to become a full-time manager to her stylish model dog Bodhi.
Produced and wrote the script for our Menswear Dog video. Bored after a year inside, MWD daydreams of places he’ll travel and–of course–what city-specific outfits he’ll rock once he hits the road.
Penned copy for client and talent’s socials.
Video Editor: Serrandon Jones
Producer: Michael Dispenza
MWD in Los Angeles
“There was a point where I’d think about how my friends are doctors and I put clothes on a dog. I was embarrassed. Now I can talk about it joyfully. And own it.”
-Yena Kim, MWD’s mom
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Pillar: Luxury | The INDI One is a luxury vehicle at an affordable price, one that doubles as a personal sanctuary.
Commissioned a writer to pen a feature story on Karen Civil, a multi-hyphenate marketing maven whose passion for helping others succeed brought her from New Jersey to Los Angeles.
Produced (and wrote the script for) a video for our luxury vertical where the never-not-working Karen finally takes a break—albeit brief—for self-care. Video redefines “luxury,” broadening the term to realms beyond expensive treats.
Director: Serrandon Jones
Supervising Producer: Michael Dispenza
Director of Photography: Drew Ganyer
Music: Nu Goteh
Photography: John Marquez
“I celebrate the small wins. I celebrate the big wins. I take care of me. Every day, I tell myself, ‘I am that woman.’ I just want to celebrate myself.”
-Karen Civil
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Transitioned DrivINDI.com from a one-page, bare-bones site to a vibrant, multifaceted home that is versatile enough to be a hub for INDI EV info in addition to a lifestyle magazine-esque site where visitors can be introduced to like-minded individuals via dynamic content (profile editorials, photos, and videos).
Directed web and UX design team from start to relaunch.
Led on consistent content, showcasing people with unique stories of how they diverted from traditional paths to pursue careers and styles of life that truly fulfilled them. Video and photoshoots set at unique Los Angeles locations.
Penned a feature story on the Toronto-born athlete and actress who pivoted away from her set route to become an LA-based multidisciplinary healer. Shot at Vasquez Rocks Natural Area Park.
“I’m enough and I don’t have to do anything to prove my worthiness.”
-Thalia Randolph
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Commissioned writer to interview Sally Boy, a Philadelphia kid who left to pursue a music career and found a record deal, comfort in himself, and a new home here in Los Angeles.
Led shoot and interview for Park Play video short, which was shot at Los Angeles State Historic Park
“I want my music to strike a chord within people. I want it to push them to do something positive for themselves. I want people to say, ‘That’s an iconic piece of work.’”
-Sally Boy
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Executive-produced a three-part documentary introducing not only the debut EV, the INDI One, but the team and ideals behind the dynamic Los Angeles-bred product.
“We saw a disconnect in the software experience when consumers transition from using their computers and phones to getting into their cars.”
“We see cars as more than just a mode of transportation, but as a device that can support and enhance your life.”
Commissioned photographer John Marquez to exclusively shoot the INDI One at various Los Angeles locales, cementing it as a lifestyle vehicle while also showcasing its sleek, thoughtful interior and exterior design.
Hired models Trey Taylor and Kate Lounsbury to play with The One around Venice Beach, Downtown LA, and Beverly Hills.
The INDI One’s “Engine,” a supercomputer prepped to provide a next-level gaming experience, more than suitable for classic office work, and more.
More than just a steering wheel, it’s a guardian designed to keep the driver’s focus on what’s in front of them.
An EV that reflects the beauty of the city it was created in.
An EV that doesn’t ask you to hit “Pause” on the game of life when you’re inside.