Filmora: Leading North American Social
22 accounts. 15 designers. One brand. How I turned Filmora's North American social into a system the team could run on.
The Challenge
In May 2025 I was asked to lead creative direction for Filmora social out of the Canada office, which runs every North American account — more than 22 of them. The brief was to own the creative direction full-time and still get hands-on when it counted. There was no guideline built for social, and anything I set up had to satisfy brand and social teams at the same time, with a lot of stakeholders at the table.
The System
I built Filmora's first social-specific brand guidelines — a living document, not a PDF that sits in a drive. My art directors contributed in real time, then applied each update and passed it down to the team. On top of that: a full YouTube redesign of playlist art and thumbnails, the motion language for outros, transitions and titles, and a thumbnail testing framework — follow trends short-term, follow the data long-term.
Leading the Team
From 2021 to 2024 I led a 10-person team. In 2025 that grew to 15 video and motion designers, and every one of them was also a content creator. Being the brand guardian isn't a thankful role. You're the one who says no. But you also have to stay open when someone brings a better solution, and pivot when they do. Creative disagreements are part of the job. My part was to own the decision and explain clearly why.
Results
4.8x organic views and 12% follower growth on Filmora in 2025. Team output scaled to 330 videos a quarter.
Selected Work
Filmora 11 "Gimme More" (2022): on-set VFX supervisor — I owned the full VFX pipeline and did hands-on compositing. Filmora × NVIDIA Maxine (2025): taken solo from concept through shoot and post to delivery in 5 days. YouTube redesign and thumbnail system: playlist art, thumbnails and the testing framework.
What I'm Proudest Of
Seeing designers grow into more confident people. Confident people work better with others — and that's what made the system hold.