Untalented Productions
It started with COVID. Stuck in lockdown, my brother and I launched a YouTube channel called Untalented Productions. I taught myself Premiere Pro, learned how to use a camera, and fell in love with the whole process.
At the time I was studying front-end web at Brock, and on a whim I took a Video Art class. It changed everything. I finished with the highest grade in the class, my final project was put on display at the Marilyn I. Walker School of Fine and Performing Arts, and my professor told me I had a gift and to follow it.
So I did. I traded my coding classes for video classes. For my capstone project I took on as much as I could: filming, editing, special effects, even helping with the soundtrack. I knew I'd found what I was meant to do.
From zero to viral at Kia
When I arrived at Kia of St. Catharines, their socials were barebones. I'd been brought on just to photograph cars and post them on Instagram now and then. I decided to show them what I was actually capable of.
A lot of it was trial and error at first. My very first post got taken down. But things clicked when I started doing on-the-spot trivia videos with the team. That was the first time we saw real traction.
From there, I started building a culture around the account. I'd interview the sales team, chat with the mechanics, and share insider info people couldn't get anywhere else. Then I launched my own series breaking down how things actually work in cars.
Then I posted a behind-the-scenes video of a Stinger alternator installation, and the page exploded. Likes, follows, and comments poured in so fast that Kia Canada asked us to turn comments off.
After that, everything compounded. The community loved the videos, Kia Canada loved the videos, and customers started walking in specifically because of what they'd seen online. All the while, I kept shooting inventory for both St. Catharines and 427/QEW Kia.
People relate to people
Most brands try too hard with the flashy, punchy, in-your-face stuff. But people will always relate to people. If you're down to earth and genuine, people trust you, and they trust your brand.
A good hook and a good story still matter. Where most brands lose the plot is the SELL SELL SELL. Bring it back to the core. Bring it back to your customer. And don't underestimate comedy. Don't be afraid to go a little outside the box.
36 ads a week
Putting out up to 36 pieces of content a week is demanding, but it's made me ruthlessly efficient. It's taught me workflow discipline, real time management, and how to recognize when I've given something enough and it's time to move on.
Here's what most people don't realize: the core of most ads is the same. The craft is in the hooks. Come up with fresh angles, apply them across the core concepts, then adapt for each product. The organic social content I make in my spare time is where I let my creativity run wild, and that always refuels me for the ad work.
Offline Austin
Outside of work, you'll find me anywhere there's natural water. I'm a casual gamer, an avid Pokémon card player and collector, and I spend probably too much time aquascaping for my betta fish, Percy. I play drums, guitar, and bass, and I used to produce music.
I'm also a proud nerd. Marvel, Star Wars, Lord of the Rings, Harry Potter, One Piece. The one thing I'll fight you on is Star Trek.
I will not be taking questions.
Looking for the next challenge
I light up when I can see exactly how my work helps, when there's a bigger message to get across. Hand me a platform with untapped potential and a real challenge, something that forces me to think outside the box.
My years in sales taught me how to read people, and I bring that into everything I make.