Russell Brunson
I led social media and shot photography for Russell Brunson, founder of ClickFunnels. The job was bigger than putting content on his pages. I had to understand how he thought, how he spoke, and what his audience connected with.
The closer I got to his world, the better I could tell his stories. Sometimes that meant building a content idea from scratch. Other times, it meant picking up a camera and catching something nobody planned.
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my role
Social Media Strategy · Creative Direction · Storytelling · Photography · Content Production
I worked closely with Russell to turn his ideas, experiences, and everyday moments into content that connected with his audience.
From developing creative concepts and identifying stories worth telling to photographing and producing content myself, I helped connect the strategy behind his social presence with what people actually saw.
art direction
This started as a Facebook graphic. I liked the idea, but saw an opportunity to take it further.
I brought in an illustrator, worked with them to develop the concept, and turned it into an Instagram Reel that reached 443K views.
A good idea doesn't have to live in just one format. Sometimes the opportunity is recognizing what else it could become.
storytelling
Russell's audience didn't just follow him for business advice. They followed him for his stories.
I found one of those stories hiding in the back of his DotCom Secrets book. Instead of treating it like another book promotion, I wanted to give people a reason to care about the story behind it.
I developed the concept, wrote the script, and filmed the Reel. It reached 245K views.
The lesson for me was simple: you can tell people about a product, or you can tell them a story that makes the product mean something.
photography
When Russell partnered with Daymond John, I was on set photographing them, capturing headshots and behind the scenes moments.
I also turned those photos into a Reel that gave our audience a look at what was happening beyond the finished photographs.
That's how I approach production. A photoshoot doesn't have to produce only photos. When you're thinking about social while you're shooting, you start seeing opportunities that weren't on the original shot list.
Behind the Scenes
Some of the best content was never planned.
I spent enough time around Russell that I got to see the moments his audience normally wouldn't. The conversations between takes, the things happening backstage, and the little interactions that showed who he was outside of the polished content.
This particular moment happened backstage with Russell and his wife. I knew it was something his audience would connect with because it showed a side of him they didn't always get to see.
You can plan a great content calendar, but you also have to know when to put the plan down and capture what's happening right in front of you.
YOUR AUDIENCE WANTS MORE THAN ANOTHER POST.
The best content comes from understanding the person behind the brand and the people on the other side of the screen.
Let's figure out what that looks like for yours.