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Orchard | Storytelling the New Way to Sell
Role
Creative Director
Team
Wilson Van, Motion Graphics & Video Editor
Rachel Luo, Offline Growth Marketing Lead
Christine Menchaca, Head of Growth Marketing
In a crowded real estate landscape, Orchard needed commercial creative that could quickly build trust, explain what made the brand different, and create impact without relying on big production budgets.
Led video storytelling from concept through production, developing testimonial-driven commercials and story-led campaigns across paid, organic, and educational channels. Wrote scripts, built storyboards, shaped voiceover direction, sourced and sequenced footage, and art directed motion, type, color, and pacing to make each concept feel clear, human, and memorable.
Outcome: Tested 5+ commercial concepts annually, extended campaign ideas across paid and organic media, improved conversion through clearer explainer content, and reduced production costs and customer acquisition costs by 75% through leaner AI-supported workflows.
