/ CREATIVE DIRECTION / EDITING / PRODUCING / FILMING
Volkswagen Social
At Volkswagen's in-house Content Studio, I served as the creative lead for social video across Instagram, Facebook, YouTube, and TikTok. Our small but mighty team operated end-to-end, and I wore a lot of hats along the way: brainstorming concepts, storyboarding, directing on location, filming, and editing, just to name a few. I worked across brand campaigns, retail, experiential, PR, and partners like U.S. Soccer, creating content for everything from major launches to enthusiast events and cultural moments.
A big part of my role was pushing the creative bar through experimentation, developing new techniques and ideas that consistently exceeded performance benchmarks. From 2022 to 2024, we grew the Instagram following by over 200,000 followers, and between 2023 and 2024 alone, our video output increased 58% while engagement jumped 89%.
+200K
Increase in Instagram followers (2022-2024)
+89%
Exceeded engagement benchmarks (2023-2024)
VW Content Studio —
Content Manager: Patrick Pho
Creative Lead, Video: Sammy Yoon
Senior Producer: Andie Huber
Art Director: Haeun Ro
Copywriter: Emily Yaremchuk
Social Media Specialist: Morgan Dorland
Social Media Strategist: Kelsey May
Editor/Shooter: Sammy Yoon