Selected Projects in Social Content
Artist and Filmmaker Website
Client: Michelle Handelman
Location: New York
Project: Michellehandelman.com
Service: Website Creation, Content Creation and Management
Michelle needed a new site with organizational ease and archival depth that showed her long and rich career in the art and film worlds while matching the flavor of her projects.
Photographer and Filmmaker Website
Client: Rose Marie Cromwell
Location: New York & Miami
Project: rosemariecromwell.com
Service: Website Creation, Content Management and Organization
Rose had an old website on an outdated CMS which was getting no attention from her or her audience. I shifted her over to Squarespace and we got all her content in deluxe arrangement. It had immediate beneficial effects on her career and perception, as well as her own project organization. (Love websites for this!)
She now edits and customizes her website herself, and it is dynamic, beautiful, simple and very fast to load.
Artist and Director Website
Personal Work
Project: karialtmann.com
Year: 2023
Service: Website Re-Design, Content Collection and Re-Organization, Moving prior website to Squarespace CMS
Actress, Dancer, Model Website and Social Media Content + Coaching
Client: Kanushree Jain (Actress/Dancer/Model)
Location: Mumbai
Project: Kanushreejain.com
Service: Retouching, Copywriting, Photo and Video Shoots, Content Management and Site Creation
Notes: Kanushree had just moved to Mumbai from New York and had a half-started website she needed to finish. This was mostly about content organization and presentation, finding the best way to showcase her different careers and charms and get her booked ASAP! The goal was to get an “at a glance” effect, in one look or one scroll you should get to know her and what she brings to the table.
We also shot a few casual social videos for her and helped her edit some dancing videos, along with helping her plan her social strategy and prepare for going public.
Self-Shot Social Videos and Reels, Posts, Etc.
Interviews, Trends & Memes, Culture & Travel Site Visits, etc.
Reels, Stories & Live Videos. Mostly on Instagram, Transitioning to Youtube.
I’ve grown up as a “digital native creative” online, so I’ve been with social media since its early days. I think in memes, I shoot everything and have a whole map of hashtags that is constantly growing.
Sometimes I also work as a host, voice actor and influencer or “artfluencer”, and often touch on the art, music, travel and film/performance worlds.
Travel & Hospitality Website and Content
Client: CoHostel
Location: Mumbai, Goa and Varanasi
Project: Website and Content Upgrade
Service: Re-Branding, Photos & Videos, Website Creation, Content Management, Copywriting
Year: 2020
CoHostel needed to move their website to a better CMS, as well as re-organize everything, shoot some new photos/videos, and create some new copy. Their primary location is in Ranwar Village, Bandra, a neighborhood of Mumbai I know fairly well, but that is difficult to explain to foreign travelers. They had no images or descriptions of the neighborhood on their site, so that was my first and primary task. They also needed some better venue images that showed the things a traveler looks for, while also feeling deluxe and cared for, even at a laid-back, budget guest house. Their website also needed booking integration with their third party app.
Unfortunately CoVid put a halt to all their operations for several years.
Editing for a Travel Company’s Primary PDF
Client: Fairfest Media
Project: OTM (Travel Tradeshow) PDF
Service: Editing, Copywriting, Content Coaching
Location: Mumbai
Year: 2019
Artist and Filmmaker Website
Client: Laura Parnes, Filmmaker & Artist
Location: New York
Project: Lauraparnes.com
Service: Website Creation, Copywriting, Content Management, Etc.
Notes: Laura needed her old website moved into a new, easy-to-use CMS and updated in the process. Lots of this was content sourcing, organizing and editing, with a final layer of copywriting–finding the best way to present her identity and work in a way that will also help it go more viral and earn her the authority she deserves from a long career in the arts.
Health Influencer Social Media Coaching+Consulting
Client: Vivek Korwani
Project: Instagram
Year: 2020
Location: Mumbai and Dubai
Service: Social Media Upgrade, Coaching, Consulting, Logo Design, Content & Meme Ideas
Vivek is a friend who needed some social media coaching as he began his new personal training business, with Instagram as his primary site. Through many hours of discussion (during our CoVid lockdown in Mumbai) and hyping him up, I helped him create a logo, identify some catchy content ideas, and get clear on his content strategy, to take the leap into videos and publicity. In four years his follower count has grown 20x, and more importantly his client base has also grown. His logo is used on t-shirts he’s created and his videos have thousands of views.
2020, 1043 followers
2024, 22,000 followers and thousands of reel views, plus more converted paying clients
Cultural Interviews, Shoots and Editorials
Personal Work
Project: XLE.LIFE
Service: Direction, Website Creation, Content Creation & Management, Copywriting, Shooting, Editing, SEO & Growth
XLE.LIFE started as a side project, a blog where I could keep track of the places I was traveling and the brilliant people I was meeting in all the scenes I participated in. Over time the editorials have gotten richer, and I now plan to transition it into a video channel. I’ve done over 15 on-location interviews, including photoshoots and video shoots. I’ve also created 10 site visits and specific, tag-based editorials. XLE.LIFE touches on culture, art, music, health and futurism from a transcultural and post-Western perspective.
Travel Writing and Content
Client: Remote Lands, Luxury Travel in Asia
Project: Custom Itinerary Promotion, “5 GoPro-Worthy Asian Skiing Destinations”
Service: Copywriting, SEO, Editing
Travel Vlogs
Client: A Moroccan Walk
Service: Interviewing, Shooting, Editing
Location: Dubai
Driss, a Moroccan working in the travel industry, wanted to start a travel vlog series but needed someone to interview him and shoot him, as well as coach him into the process.
Ecological NGO Content Coaching
Client: Azuero Earth
Project: Copywriting for Social Media
Location: New York and Panama City
Service: Coaching/Consulting
Azuero’s director needed help figuring out what to fill their social feeds with. Through a few basic consultation and coaching meetings, I helped him decide what to post and how to format it for maximum impact.
Community Moderator
Project: Starwave, Private Facebook Group
Years: 2009-2013
Starwave was a private Facebook chat group for women and other genders in a section of the art, culture and tech world in the New York, LA, London and Berlin constellation. I became the moderator and our numbers grew to 5000+ members. People shared opportunities, critiques, trade secrets and more. I hosted meetups and discussions in multiple cities (New York, London) and we had spinoff projects like small financial grants and art shows.
Social Content and Strategy for Startup Travel/Hospitality Retreat
Client: The Content Castle and Archipelago Communications, SEAsia Backpacker
Project: Content Creation
Location: Koh Samui, Thailand
Service: Photo and Video Creation, Social Channel Creation, Copywriting, Special Projects
The Content Castle is a Content Retreat in Koh Samui who had a few images of their building but absolutely no images or videos of their surrounding location. Viewing it through a prospective traveler’s eye, I couldn’t get an actual sense of what it was like to be there. The first order of business was to create images of their “place” in the world. Along with location photos I created some simple, casual videos called #CastleCam of various scenes around their building and around the island. These show the space as a first-person encounter of a Thai island oasis, encouraging the viewer to simply imagine themselves there.
Additionally, I wrote some articles and social media posts for their sites, including their partner blog at SEAsia Backpacker. I also helped with their SWAT analysis, especially under strategy for branding and social.
Our top-floor roof features sunbeds and ocean views in the front, and hammocks plus mountain views in the back.
At the end of our "block" is our favorite cafe, Ancient Noodles, just a few minutes walk away. Famous among Content Castle residents for its 30 Baht Thai iced coffee, it serves plenty of other beverages and meals for cheap prices right off the main road. You can find someone from the Content Castle there every day.
“A herd of Samui buffalo grazes the patches behind the Content Castle just after sunrise. This is the view from our top story roof, complete with hammocks.“
“Racha Thammaram or Snake Stone Temple is only a few minutes up the road from the Content Castle. Its unique terracotta color comes from the use of local soil mixed in the mortar. The choice to build it this way mostly comes down to cost, but the visual results are stunning. Housed in a complex that also includes a golden pagoda with relics from Sri Lanka, Jackfruit trees, and various shrines, it also includes one of our favorite (secret!) overlooks of the coast.“
Web and Social Content Specialist at an Institution
Client: The Walters Art Museum
Project: Web and Social Content
Location: Baltimore
From 2009-2012 I was the web, audiovisual and social content specialist at this art historical museum with a special focus on ancient Asian and American arts. I ran their e-newsletter, all their daily social media, and helped them create new videos, photos, microsites and social initiatives. This also meant occasional work as an art director, coder, growth hacker, community facilitator, PR person and designer, as well as collaborating with all the departments on different projects and attending afterhours events.
One primary goal of mine was to make the museum feel more “live” and “alive” with lots of daily visual content of people and movement, rather than empty room or artifact pictures. This was also part of expanding its accessibility and friendliness. I also created charming contests, interviews, polls and other interactions for Facebook and Twitter, while helping to roll out three new projects via microsites, including a major new art database which I helped the coder build, tag and ux design. I also worked on two longform commissioned videos for use online and in the physical space, and won a project grant for a curatorial proposal, creating video responses from my artist friends to the collection, presented as a video tour.
Thanks to my help our online audience grew over 300% in this time span, and we won a “Best Facebook Friend” award from the city paper. (It’s me! I was that friend!) We also expanded our authority and curiosity into new arenas of knowledge, art and culture. Our content archive (DAMs) grew both in quantity and quality, as well as in organization, which greatly helped the design and coding team do their jobs better and faster.
Overall it was a “soft rebrand” and quality upgrade via content and community, in tandem with the designers who were also rebranding all the fonts and printed communication. Back in 2009-2012 this type of role was still considered a bit new for the museum, so kudos to coder who hired me and fought for the role, recognizing that content was becoming a primary channel separate from design or tech, and that it needed a social and aesthetic expert behind the wheel.
Content Manager for a Corporate Development Firm
Client: Buckner & Co.
Location: Dallas
Year: 2004
In one of my earliest contracts, I was hired by a former CEO who had started a corporate development firm, specializing in one-week multimedia workshops. It was something similar to MindValley or other companies in that arena. He had many concepts which he needed translated into narrative content and branding, as well as different UX flows.
Clients included the UK Pension Service, Darden School of Business and others.