The brief started with a business question: how do you get professional photographers to trust Bay Photo Lab with their best work? The answer wasn't another brand ad, but a photographer, talking to photographers, showing them exactly what the process looks like — from capture in the field to final print on a gallery wall.

Max Siegal had been on over twenty Antarctica expeditions. He was printing his work with Bay Photo and exhibiting it at the St. Julien Hotel in Boulder. ]The job was to shape this story into a content series that felt credible, not commercial.

I identified Max as the right creative partner, built the campaign concept, and managed the relationship from pitch to publish. That meant developing the deliverable brief, scripting the voiceover, coordinating footage and stills, and editing four videos showing the full arc — field work to finished exhibition. Each video was built for a specific format and placement. Nothing was a repurposed version of something else.

The campaign also included social captions written for each video and a long-form blog post — Printing Antarctica — that anchored the series with depth and gave the campaign an SEO home. The blog covered Max's process, his gear philosophy in extreme conditions, and why he trusts specific print formats for exhibition work. It became a resource, not just a spotlight.

The whole thing was designed to work the way good UGC works: your target audience, selling to your target audience.

Deliverables: UGC campaign concept and creator brief — Voiceover scripts (4 videos) — Video editing and format production (4 videos, multi-platform) — Social media captions (per video) — Long-form blog post (Printing Antarctica) — Creator relationship management and content exchange coordination