Zefr -
Studio Clients
Zefr Team
Jonny Glines
Ashley Wayne
Remo Colindres
Irene Wang
Shelly Yo
James Robertson
Role
Creative Director
Leading Creative Direction for YouTube
As Creative Director at ZEFR, I led creative direction and managed a team producing high-volume digital content for major entertainment brands on YouTube. Working within a larger strategy and analytics organization, we translated audience insights and platform opportunities into compelling creative tailored to each client's brand, content, and audience.
Building a Scalable YouTube Content System
We built a content pipeline capable of producing thousands of digital assets annually for brands including MTV, VH1, Nickelodeon, AMC, Lionsgate, Paramount, Sony, Red Bull and Saturday Night Live.
Our team developed and executed content concepts around each brand's audience and objectives, creating a repeatable system for turning strategy into high-quality YouTube creative at scale.
Turning Audience Strategy Into Creative Execution
My role focused on translating strategy into the creative itself: identifying strong content opportunities with the team, developing concepts, directing execution, and maintaining a high creative standard across a large volume of work.
That required understanding what the audience wanted from each piece of content and ensuring the hook, structure and execution delivered on that promise.
Scaling Across Major Entertainment Brands
When I joined ZEFR, we served only a handful of clients. As our systems matured, we expanded to work with every major film studio while supporting a growing roster of entertainment brands.
The result was a scalable model that combined audience insight, creative judgment, content direction and efficient production to deliver thousands of platform-specific assets every year.