The Gist

I was tasked with shaping Backwoods’ approach to organic-social around a more clear, creative intention.
So I introduced Entertainment-first as our north-star across our concepts and production; pushing our team to view ideas through the lens of storytelling, leveraging planned-moments featuring unscripted-talent.

From that approach I concepted our artist interview-series, Pulse Check; a recurring :30 mini-doc showcasing their personality along with their performance or craft.

My Approach

I helped shape the format, interview approach and storytelling structure around getting more from the access we had at festivals, concerts and local studios.

The goal was to identify strong stories, some music-tension or POV that gave the viewer a reason to keep watching beyond the attention-hook.

I gave our creative and production teams guidance around what to capture, how to frame interviews and where the story should land within time-limits, helping make the format repeatable across different environments. All while facing logistical challenges of the concept being shot and edited by different video-teams across U.S. cities.

The Work

With over twelve, mini-episodes posted over the past year, Pulse Check has become our most consistent recurring in-house series, peaking in avg. watch-time per-person and total watch-time (via Brandwatch ’26).
So it’s given Backwoods a reliable way to turn IRL, local access into short-form storytelling that platforms the culture.

That thinking has since informed how I approach our wider organic ecosystem; using festivals, Creators and brand moments as inputs for stronger recurring content rather than one-off interviews and recaps.