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Clawhammer Supply is an e-commerce retailer specializing in high-end home distillation and brewing equipment. Hired to help launch and scale their brand-new homebrewing line, I managed the entire video pipeline to transform an unproven product segment into the primary driver of the company’s business. Taking inspiration from popular YouTube cooking channels, I handled the pre-production planning, filming, and post-production for a series of highly entertaining, personality-driven brewing videos. Rather than relying on rigid educational scripts, we focused on the fun, collaborative, and experiential side of homebrewing to break into a fiercely competitive market. The strategy successfully built a massive inbound marketing funnel, shifting homebrewing equipment from zero sales to the majority of the company's revenue, and positioning the brand as a dominant name in the online brewing space.
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