Developing Story-Driven Video Content
This week, Cassie and Erica begin our chat with Chris Keener, Creative Director at MUD\WTR, by indulging in their matcha and cacao blends. Then, we focus on his journey marrying storytelling with performance marketing and creative direction at the brand. We walk through his past experience producing films for National Geographic and Netflix, how his practice of breathwork led to his role at MUD\WTR, and how the MUD\WTR team leverages storytelling in all of their creative work. And, in a first for Marketing Happy Hour, Chris actually leads us through a live breathwork session that you can participate in while listening.
Here's a peek at what we cover in this episode:
[00:05:45] - Chris shares a peek into his career thus far in filmmaking at National Geographic, Discovery Channel, and Netflix, and reveals how a breathwork session led to his involvement with the MUD\WTR brand. He explains how his role has evolved over time and shares how the team approaches creative direction in all of their content, performance marketing efforts, and copywriting.
[00:013:34] - Chris explains the transition MUD\WTR underwent to bring their creative teams in house, and speaks to the new AI tools emerging in the market.
[00:16:48] - Chris shares how his background in visual storytelling and filmmaking plays into the current MUD\WTR strategy and how brand marketing beyond product is the core of all MUD\WTR's creative content.
[00:21:44] - Chris uncovers the benefits of wellness habits and mindfulness practices like breathwork, the impact they can have on your professional life, and how they contribute to your creative process as a whole by increasing your "quality of presence." He then leads us through a LIVE breathwork session (feel free to follow along!) and shares his best career advice for those looking to be in a creative or performance marketing role.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Chris' episode:
"Edutainment" 101: Content That Converts | Travis Tyler of PandaDoc
Brand Story as the "Heartbeat" of Your Business | Génesis Warner, Designer and Branding Expert
Level Up Your Content Strategy in 2024 | Kyle Denhoff of HubSpot
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