Service & Hiring

Q: Do you work as a comedy writer-director or director only?

A: Both. As writer-director, I take projects from concept to cut. As director-only, I honor the script, align with the creative vision, and land the beats on camera—sharper timing, stronger performances, no unwanted rewrites. With celebrity talent, I calibrate persona so they can play themselves - funnier, not broader - while the brand stays on message.

Q: Can you punch up scripts or write from scratch?

A: Yes, to both. I can punch up your script or write it from scratch. I start by keeping what works, sharpening the premise, and writing alt lines that fit your brand voice. If we’re working with celebrities, I tailor beats to their persona and build safe improv pockets on set. The funniest lines often show up in the moment, so we plan to catch them without losing the button or the brand. Result: a tighter script, honest laughs, and copy that sells without feeling like copy.

Q: Do you take projects direct from brand or via agency?

A: Both. I take projects direct-to-brand and via agency. On agency jobs I come in as director for hire, protect the script, respect the boards, and partner with the creative director and copywriter to land the beats on camera. Direct-to-brand I work as a comedy writer-director from concept through edit: treatment, script, casting, shoot, and post with platform-specific cuts. Either path, the work stays performance-first and on brand.

Deliverables & Platforms

Q. Do you deliver vertical (9:16), square, and wide in one shoot?

A: Yes. I plan multi-format delivery from treatment, so we capture vertical (9:16), square (1:1), and wide (16:9) in one production. My POV is social-first—9:16 is the money shot—so we compose center-cut safe, run dual framelines in camera, and shoot high-res for smart reframes. Blocking, props, and graphics stay inside text-safe zones. Typical deliverables: 9:16, 1:1, 4:5, 16:9 masters plus platform hooks, captions, and thumbnails for TikTok, Reels, YouTube, and TV. Want a multi-format plan? Contact me.

Q. How do you build modular edits for TikTok, Reels, YouTube, TV?

A: I design modular edits from the treatment: a core spine (hook → story beat → product proof → button) with swappable modules and alt reads. On set we record hooks, CTAs, and thumbnail moments as separate beats. In post we assemble platform packs—TikTok/Reels (9:16, 6–15s with on-screen captions), YouTube (Shorts in 9:16 and 15/30/60 in 16:9 with end cards), TV (16:9 broadcast-safe). You get cutdowns, SRT captions, thumbnails, and native copy. One shoot, many versions—each protects the button and the brand.

Brand Safety + Results

Q. How do you keep comedy on-brand and legal - claims/compliance?

A: I lock brand voice and compliance in pre-pro, then protect it on set and in post. We inventory every claim, confirm substantiation with your legal (keep a proof file), and build a do/say/don’t list into the script and supers. For talent and influencers, we follow the FTC Endorsement Guides and use clear, conspicuous disclosures on the frame and in copy. In edit, we keep disclosures readable, qualify any comparative claims, and run a legal pass before delivery. For regulated work (e.g., pharma), we follow FDA OPDP standards for fair balance/“major statement.” This approach keeps the comedy human and the claims compliant, and reduces NAD risk.

Q. What KPIs do you optimize for in branded comedy?

A: I optimize branded comedy across four layers:

Awareness: reach, unique views, view-through rate (25/50/75/100%), average watch time.
Engagement: hook/scroll-stop rate (first 1–3s), retention curve shape, shares & saves, meaningful comments, rewatch/loop rate (Shorts/TikTok).
Action: CTR to site/store, end-card clicks, add-to-cart, social follows; paid efficiency (CPV/CPM/CPC).
Brand lift: ad recall, awareness, consideration, message association, sentiment.

Platform focus:

• TikTok/Reels: 2–3s hold, full-watch %, rewatches, shares/saves, profile visits.

• YouTube: average view duration, VTR, end-screen CTR, subs gained.

• TV/CTV: reach/frequency, search lift, brand lift.

Creative levers: multiple hooks, alt buttons/CTAs, on-screen captions, thumb-stopping (insert gag-emoji) first frames, and “button visibility rate” (% who reach the CTA moment). All roads protect the button and the brand. See examples in Work.

Directing: Process

Q. What does a collaborative, low ego set look like with you?

A: High energy, low ego, clear roles. In pre-pro we align on a one-pager (tone, beats, brand do/say/don’t). On set the AD runs the clock, I run performance and taste. Notes flow through one channel; everyone hears the same adjustment. We do a quick table read, set improv windows with pre-approved alts, and keep coverage designed for the edit (button protected). It’s a calm, fun, respectful set - rarely shouting, no surprises, safety first. We wrap on time with what we promised and a few smart options. Want this magical set on your job? Summon me.

Q. How do you direct for the edit and protect the button?

A: Edit-first mindset. I map the spine, pre-cut on paper, and shoot coverage that stitches cleanly: hooks, reactions, inserts, plates. The button gets multiple clean takes, alt lines, and extra tail for the end card. No messy overlaps, center-cut safe, captions in mind. In post we test hooks/buttons and protect readability so the CTA hits.

Q. Do you shoot in NYC, LA, or travel?

A: Yes. I’m NYC and LA-based and travel nationwide and internationally. I work with local crews in major markets and shoot SAG-AFTRA or non-union. For lean social shoots, I keep a travel-friendly footprint; for broadcast we scale up with trusted partners. Remote video village is available for clients. Ready to scope your city? Contact me.

BRANDING

What is brand voice and how do you develop it?

A: Brand voice is the way your brand sounds: word choice, rhythm, and attitude. I start with a quick audit, define personality traits (e.g., “confident, not cocky”), and build a voice matrix with do/say/don’t examples. Then I write foundational lines (tagline, elevator, bio) and a messaging playbook with sample copy for site, social, and scripts. Teams get editorial rules and “before/after” examples so the voice scales without me. (See: /brand-voice)

How do you build a brand positioning that isn’t generic?

A: We map the competitive set, capture customer language, and isolate a credible, ownable promise. Then we stress-test it: can it drive product, copy, and creative—and survive a one-line pitch? The output is a Positioning One-Pager (Who we’re for, Problem, Promise, Proof, Personality) plus a 10-slide brief for internal alignment. (See: /brand-strategy)

Do you create brand guidelines? What’s inside?

A: Yes. Guidelines cover voice, messaging, and usage (and, with design partners, visuals). Expect: voice traits, tone by channel, do/say/don’t, headline and CTA patterns, caption rules, disclosure rules, and sample scripts. If we include visual identity: logo, color, type, layout rules, motion basics, and social templates. You get a PDF + editable templates so the team can run with it. (See: /brand-guidelines)

Can you write taglines, slogans, and value props?

A: Yep. I run a structured sprint: territories → liners → stress tests (legal, clarity, originality) → live reads on camera. Deliverables include tagline options, value prop stacks, and usage rules (where it lives, when to retire it). (See: /work and /contact)