Video, websites, and content that help people understand, trust, and choose you.
Built to earn attention, trust, and action. Twenty years of marketing and brand experience behind every project.
About
Hi, I’m Rick. I make video, websites, and content for brands and organizations that need to reach people clearly — whether the goal is to sell, to teach, or to explain.
The work spans marketing campaigns, training curricula, customer testimonials, recruiting documentaries, professional certifications, and educational programs reaching kids in more than 150 countries.
Before I was making video, I spent two decades running marketing and building brands — most recently as VP of Marketing at dotFIT. That perspective shows up in the finished cut. I know what the audience needs to hear, and I know what makes a video get used instead of shelved.
I’ll help you shape the idea, produce the work, and build the landing pages or learning platforms it lives on when that’s what the project calls for. Real production resources when you need them, low overhead when you don’t.
How I See It
“You can’t write the label when you’re inside the bottle.”
Most brands don’t have a marketing problem. They have a clarity problem — because when you’re inside the work every day, you can see the product, but you can’t see how the label reads to someone standing outside. That’s the work I do. Video, websites, and content produced from the outside perspective your team can’t have.
My Approach
Six inputs. One page. Clarity, not documentation.
Every project follows the same sequence — six steps that move from understanding your customer to producing the work they’ll see. Each step has a clear output, and each one informs the one after it.
Segment
Before anything else gets built, we identify the specific person your work is for. Not “everyone.” A real segment. What are they trying to do, what’s getting in their way, and what would make them choose you?
DeliverableA clear one-paragraph customer profile.
Competitors
Your customer already has options. We look at what those options are, how they position themselves, and where the real gaps are — not to copy anyone, but to find the space you can honestly own.
DeliverableA one-page competitive landscape and your differentiation.
Value
Here we get specific about what changes for the customer. What barrier disappears. What future gets easier. Every strong brand has this locked in. Most brands assume it’s obvious. It’s not.
DeliverableA prioritized list of the value your business delivers.
Positioning
With segment, competitors, and value in hand, we can write a real positioning statement — one paragraph that guides every decision after it: what you say, how you say it, and what you don’t say at all.
DeliverableA positioning statement your whole team can use.
Messaging
Positioning is internal. Messaging is what the customer actually reads. Headlines, taglines, subject lines, video scripts, page copy — all built from the positioning so everything sounds like the same brand.
DeliverableCore messaging, taglines, and content principles.
Channels
Now we choose the channels that fit the audience and the message. We look at where your customer already spends their time — because that’s where we should spend ours. Website, video, email, social, LMS — whatever the mix needs to be. This is where the video, website, or landing page you came here for actually gets built.
DeliverableA channel plan and the video, website, or content the plan calls for.
What I Do
How I can help.
Marketing & Brand Video
Brand films, product spots, campaign content, testimonial and case study films, and social-native cut-downs. Built with the audience in mind, not the algorithm.
Learning & Development Video
Certification courses, onboarding programs, professional development, and educational curricula. Built to be used, not shelved.
Websites & Landing Pages
Single-purpose landing pages, focused-scope websites, and LMS builds — where your video and content actually live. Tight agreements, defined deliverables, hourly rates for post-delivery changes.
Selected Work
dotFIT — Product Marketing
Led the brand repositioning of dotFIT from gym-culture messaging to a lifestyle-forward voice — hundreds of product videos, refined email segmentation, and a marketing operation aligned to real customer goals.
- Repositioned dotFIT from gym-culture messaging to real-world lifestyle
- Hundreds of videos produced under the new brand voice
- Email open rates lifted from 20% to 60%+ through new messaging and segmentation
- Content now speaks to real customer goals, not gym-bro tropes
Carl Lewis Fitness Programming
Wrote and directed the on-camera fitness content for a Carl Lewis–branded running app — writing every script Carl read on set and directing him through the full library of running programming.
Kelly Wenner
A complete digital ecosystem — podcast production, video content, website, and brand across books, membership, and courses.
- Hundreds of published videos
- Audience of 150,000+
- Multiple videos reaching millions organically
- Ongoing content ecosystem across podcast, books, website, and membership
Project Y
Website strategy, messaging, and brand video for a premium home service company — making it easier to understand and easier to trust.
CastleWorks
Internal employee training and educational content for a premium residential brand.
Crunch — Strengthened by Heroes
A military recruiting initiative for Crunch Fitness — helping veterans find meaningful careers through the DoD SkillBridge program.
dotFIT — Certification
Professional certification and educational content used across major fitness industry organizations.
PTA Global / NASM
Online education and certification content for professional development at industry scale.
Crunch University
Hours of onboarding and training content used across an internal employee development program.
FitBiz Toolbox
A business education platform serving more than 20,000 professionals through an extensive online learning library.
- Distributed to 196 organizations at zero ad spend
- 69–94% completion rates versus 10–15% industry average
- Adopted by 80+ gym brands and U.S. military branches
- Powered through NASM ClubConnect
SoulStrength Fit Kids
Bible-based educational content and movement curriculum distributed in more than 150 countries through Shalom World. Soon evolving into Tiny Temples.
Experience
A few numbers that tell the story.
Contact
Tell me about your project.
Whether you have a script ready to shoot, an idea that needs shaping, or a program that needs to become video, I’d love to hear what you’re building.
Start a conversation