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 Path
2021–2024: Making it. I led the motion team behind Filmstock, the asset store inside Filmora, and worked on the Filmora 11, 12 and 13 brand films. (See the Filmstock case study.)
2024–2025: Understanding it. As Creative Planning Manager I went to the users directly, through 300+ survey responses and live interviews, and turned what they told us into production plans. That research helped set the 2025 AI-first roadmap.
2025–2026: Directing it. I was asked to lead creative direction for all North American Filmora social: 22+ accounts and a 15-person team.
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 redesigned YouTube channel.
The System
I built Filmora's first social-specific brand guidelines. They were a living document, not a PDF that sits in a drive. My art directors contributed to them in real time, then applied each update and passed it down to the team. They covered logo usage and safe zones, mobile and desktop outros, thumbnail type and layouts, dynamic captions, UI treatment, and a character sheet for Mia, our AI assistant.
On top of that I redesigned the YouTube channel's playlist art and thumbnails, set the motion language for outros, transitions and titles, and built a thumbnail testing framework: follow trends in the short term, follow the data in the long term.
The social brand guidelines.
Leading the Team
I led 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 I made it.
Still on the Tools
I never stopped making. I used my own production to prototype formats before rolling them out to the team: 40+ posts in four months, 10 of them viral at 100K+ views, and 3.2M+ views in total. Those formats became team templates.
Of the 137 videos my team shipped in 2025, 40 were mine, hands-on. In the first half of 2026 I personally made 48 more, which became 168 social posts. I also built the motion, design and editing templates the whole team works from.
A slice of the social output: formats I prototyped first, then rolled out to the team.
Results
Plus 15% cost savings from the same AI workflow changes.
The Filmora outro, built from the guidelines.
Selected Work
Filmora 11 "Gimme More" (top of page): on-set VFX supervisor. I owned the full VFX pipeline and did hands-on compositing. The films below follow in date order.
Taken solo from concept through shoot and post to delivery in 5 days. One actor on blue screen, four AI-built environments composited in After Effects, with the Eye Contact UI built into the finish.
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.