RAWMID

2022–2025 VIDEO_VISUALS ART DIRECTOR → CREATIVE DIRECTOR MADE_IN_DREAM_(RAWMID)

10–15videos a month: I set up the production team

4guides: video shooting, design, SMM, advertising

ROIfor every asset: cost against target metrics, data accumulates

RAWMID_/_01

All project frames

RAWMID_/_01.1Before and after: a team video

RAWMID_/_01.2“Artifacts”: video materials with reach and metrics.

Notion card with two frames and a breakdown of light and shadow — **RAWMID_/_01.3**Knowledge-base card “Lighting wide shots”: light and shadow broken down on two frames.

Ideas table with descriptions and statuses — **RAWMID_/_01.4**Idea base: ideas with description, status and links.

RAWMID_/_02

Insight

Video art direction runs until the team has mastered light, angles and infographics. After that the team keeps growing on its own, but at 10–15 videos a month quality drifts without regular review.

RAWMID_/_03

Idea

Long-term art direction over one-off fixes: a shooting guide, references and shared reviews.

RAWMID_/_04

Execution

I set up the production team: 10–15 videos a month. I built guides for video shooting, design, SMM and advertising. Ideas for videos and the brand as a whole, covers built on a master layout, joint video reviews. I introduced metrics for every asset: what it cost and which target metrics it reached, with the data accumulating.

RAWMID_/_05

Result

In the first video the first two shots are before, the rest are after: light, angles and infographics follow the guide. The videographer kept developing the approach on their own. Revision rounds per task in the design department fell from 2.4 to 0.7 over the year.