CELSIUS
Scaling Creative
I joined CELSIUS during a period of rapid growth, helping evolve motion and video production into a broader content production capability supporting an expanding portfolio of brands and channels.
My role has grown from leading motion into overseeing content production, bringing together video, motion, CG, post production, external partners, and creative workflows to help teams move faster while raising the quality of the work.
Role
Creative Direction + Content Production
Brand
Celsius
Capabilities
Live Action, CGI, Motion
TEAM GROWTH
1 → 8 direct reports
CAPABILITIES
Motion · Video · CG/3D · Production
BRAND PORTFOLIO
3 brands supported
CELSIUS · Alani Nu · Rockstar Energy
PRODUCTION CAPABILITY
4 core disciplines
Motion Design · Video Editing
CG / 3D · Production
Building the Team
As the content needs of the organization grew, I helped build a broader production team across motion design, video editing, CG, and production.
My focus has been developing the right mix of talent, creating clearer ownership across disciplines, and building a team that can support multiple brands, channels, and creative needs.
CG+3D
Motion Design
Video Editing
Production
Building the Production System
Scaling the work also meant improving how it moves through the organization. I've focused on creating clearer production workflows from brief through final delivery, giving teams better visibility while creating more opportunities for creative review and collaboration.
The goal is simple: move faster without lowering the creative standard.
BRIEF → PRODUCTION → CREATIVE REVIEW → REVISION → BRAND REVIEW → DELIVERY
Production Planning
Creative Review
Workflow
Scoping + staffing
Timelines
External partners
Frame.io review
Creative feedback
Quality control
Project visibility
Clear ownership
Revision management
Delivery
Channel specifications
Final QC
Asset organization
Raising the Creative Bar
Alongside building the team and production systems, I've continued providing creative direction across motion, video, CG, and content production, helping raise the creative standard across the broader brand portfolio.
SELECTED CONTENT ACROSS THE PORTFOLIO
Event content
Evergreen product content
CG product work
Social video
Streaming / CTV
Product launches
Supporting the Brand Portfolio
My role in content production increasingly spans a broader portfolio of brands, each with its own audience, visual language, and production needs.
CELSIUS
Content Production
Motion + Video
CG
Campaign Support
ALANI NU
Content Production
Motion + Video
Activations
Campaign Support
ROCKSTAR
Content Production
Motion + Video
Production Support
Brand Content
Outcome
Expanded content production from a primarily motion-focused function into a broader multidisciplinary capability supporting motion, video, CG, production, and multiple brands.
Building for What’s Next
My focus is building a creative production capability that can keep pace with the growth of the business without sacrificing the quality of the work.
That means developing great people, creating better production systems, building strong creative partnerships, and continually raising the standard of what we make.
Creative Leadership
Creative direction
Team development
Visual development
Creative reviews
Production
Live action
CG production
Post production
Vendor management
Teams
Motion design
Video editing
CG / 3D
Production partners
Content Systems
Social + Paid
Retail
Ecommerce
Digital