Let’s say a Fortune 500 company asks you to create a new channel of YouTube content appealing to their more tech-savvy, I.T. professional customers.“What aspect of our product offerings should we showcase?” they ask.

Our answer: “None of them.”

Working with Matt Gielen of Little Monster Media, I ideated, cast, directed, and edited a series of flippant video pieces geared toward the interests and conversations of (and starring!) the I.T. community. The channel was a huge success for the SalesForce internal marketing team and fueled a broader company demand for similar content.