Featured
Event
Brand & Identity
A last-minute call to create promotional social videos for GBTA Europe in Copenhagen came with inconsistent interview questions and two competing creative directions — pulling it together in the edit with mismatched angles, playful music, and deliberately quirky effects turned into some of the best-performing social content the team put out that year.
The Challenge
What Was the Problem?
Ahead of GBTA Europe in Copenhagen, the onsite team decided during an internal meeting to produce promotional social videos for the event — a good instinct, but one that came together without a clear shared plan. Interviewees ended up being asked inconsistent questions on camera, with no unified through-line connecting the footage. On top of that, the team never fully resolved whether the content should center on the event itself or on Copenhagen’s regional food scene; both directions got shot, as two separate pieces, with footage and camera angles that didn’t always match.
I inherited a pile of footage that hadn’t been planned for consistency, with two competing concepts and no single narrative holding either one together.
The Work
How I Solved It
Rather than force the mismatched footage into a serious narrative it was never built for, I leaned into what the footage actually was: fun, a little chaotic, and shot from a lot of different angles. I cut the interviews with lip-synced overlaid audio, mixed camera angles deliberately rather than hiding the inconsistency, and layered in playful music and retro color-bar effects to give both videos an intentionally quirky, humorous tone.
That let two genuinely different concepts — the event itself and the regional food scene — each stand on its own as a distinct, purposefully offbeat piece, rather than trying to force them into matching templates neither one was shot for.
The Outcome
What It Delivered
1,245
Impressions
$200
Total cost
50%
Page follower increase
The gamble on quirkiness paid off: both videos outperformed the team’s typical social content at the time, with the food-focused piece — BCD Bites — pulling in over 100 reactions on LinkedIn, well above what other videos were seeing. What started as a footage-consistency problem became one of the better-performing pieces of social content the team produced that quarter, simply by editing to the personality the footage already had instead of the plan that never quite came together.
