Creator/Course
In one line
Co-founded a $1.2M+ creator-education brand during COVID. Revenue-share model, in-field productions, 50+ courses with Alex Strohl, Mango Street, Colin & Samir, Sam Elkins.
Context
Moment had 600k YouTube subscribers, 1M Instagram followers, and personal relationships with 300+ creators. When COVID froze paid advertising, those relationships became the foundation for a new business.
Moment was the best-executed creator brand I'd ever seen, a community built on genuine trust with street photographers, documentary filmmakers, and adventure creators. Through those relationships, many had mentioned wanting to build online courses but lacked the infrastructure. When COVID hit and paid advertising paused, we co-founded CREATOR/COURSE to turn that into a revenue line. Our resources, their vision.
What I Built
A creator-education brand from scratch: partnership model, production approach, course framework, and marketing strategy, all of it.
- DesignedA revenue-share model where both sides felt invested. Reached out to 300+ creators in the database asking if they wanted to build a course. Our resources, their vision.
- DirectedEvery shoot in the field, not in a classroom. A street photographer winding through NYC, an iPhone filmmaker across Japan, a road trip through Montana and Wyoming. Entertainment + visuals + education.
- ContractedAlex Strohl, Mango Street, Colin & Samir, Sam Elkins, and 45+ others. Briefed and produced every course with the Moment team.
- OwnedMarketing strategy and launch creative. Course trailers became the ads. One production budget, two outputs.
Strategy
This wasn't courses for photographers. It was made by real creators, shot in the real world, for an audience that already trusted Moment's taste. The location was the curriculum.
On the model
Revenue-share means both sides want each other to win. Creators weren't hired guns, they were partners with equity in the outcome. That changes the quality of everything: the preparation, the shoot, the final product.
On in-field production
Sitting in a studio explaining photography is different from watching a street photographer move through NYC, thinking on the fly and making decisions in real time. We shot every course in the place that made that creator's work make sense.
$1.2M+
Revenue in year one from a standing start. Some courses cleared $100k in the first 30 days.
50+
Courses covering product photography, filmmaking, YouTube, business. Filmed across the globe.
300+
Creator relationships in the database. Revenue-share model meant both sides were invested in every win.
What made it work wasn't the production quality, it was the model. Real creators. Real locations. Both sides with skin in the game. The audience trusted Moment's taste, and we made sure every instructor was worthy of it.