Scaling Class: Reimagining the Fred's Appliance Brand 

An exercise in brand elevation at scale. As Director of Production at Victory Media I produce both video and still photo campaigns for this dominant Northwest retailer. We tackle relentless production schedules, creating a massive, high-volume library of assets for streaming, broadcast, web, social, digital, and print ads; all while cultivating a single, sophisticated visual identity.

How do you make an appliance store look like a premium destination? The secret is simple visual techniques: Our creative ethos centered on minimalist camera movements and intentional lighting. By treating the retail floor like a pristine soundstage, we don’t need elaborate rigs; only elegant execution.

From the complex logistics of residential, on-location shoots to the monthly, high-output production cadence in the store, this demonstrate an ability to command large-scale, intricate operations that build trust with hundreds of thousands of local households.