Social Tree

Another project close to my heart was working with Social Tree, a social media marketing company, to shoot, direct and edit an immersive Christmas greetings video. Rather than sending out a standard video message, Social Tree wanted something that would genuinely surprise their clients — so the finished piece was shipped out on Meta Quest 2 headsets, landing directly on people’s desks as a physical gift as much as a digital one.

The brief was as much about strategy as it was about craft. Social Tree wanted to use the video as a showcase — a way to demonstrate to their own customers just how powerful and persuasive the immersive format can be as a marketing tool. So beyond simply wishing clients a happy Christmas, the video needed to double as a piece of proof: this is what’s possible when you move beyond a flat screen.

Handling the shoot, direction and edit myself meant thinking about the project end to end from the very start — planning shots that would actually land in 360 degrees, directing talent to perform for a space rather than a frame, and then piecing it all together in the edit to create something that felt warm, festive and personal, while still landing the wider point about what immersive content can do for a brand.

It was a great example of how the format doesn’t have to be reserved for big-budget campaigns — a simple, well-crafted immersive piece can be just as effective at showing clients something new.