Matador Network
In one line
Art Director at the world's largest independent travel publisher. Ran a small-crew production model with a cross-functional team across filmmaking and post, delivering Fortune 500 and tourism-board campaigns at indie-doc cost.
Context
Managed a global creative team at a billion-view platform. Oversaw filmmakers, designers, and editors shipping dozens of branded productions monthly across automotive, tourism, and lifestyle clients.
Matador is the largest independent travel magazine in the world. Billion-plus views across Facebook and Instagram. Clients included Ford, Subaru, Yeti, tourism boards from dozens of countries. At that scale, it's easy to make beautiful content that doesn't mean anything to anyone.
What I Built
Built a framework I called "content with intention." Before we shot anything, we asked: What's the win for our client?
- EngineeredEvery production backward from client goals. An automotive brand cares about consideration and conquest. A destination brand cares about inspiration and engagement around travel seasons. These are different movies.
- LedA global creative team across filmmaking, design, and post. Maintained one bar for visual quality while managing overlapping productions across multiple continents and client types.
- Directed40+ branded videos on location for Ford, Subaru, Yeti, Lufthansa, and tourism boards worldwide. Stayed hands-on as cinematographer and producer.
- CreatedA Webby-nominated forest-bathing documentary in Japan. Also earned three Travel Video Alliance Award nominations across the campaign portfolio.
Strategy
The difference between making something and making something that works is asking "Who is this for?" first. Not as an afterthought. First.
On purposeful content
Every production was engineered backward from client metrics and goals. This meant some shoots needed more production value. Others were fast and scrappy. It depended on the purpose, not the budget.
On maintaining quality at scale
High-volume global content stays good only when someone owns the cadence. I stayed hands-on as cinematographer and producer, not just a director. Set the bar. Maintain it.
1B+
Views across Facebook and Instagram maintained on a billion-view platform.
40+
Branded videos produced globally. Webby nomination and three Travel Video Alliance Award nominations.
Multiple
Return clients (Ford, Subaru, Yeti, tourism boards) kept coming back. That's the real proof.
A platform that maintained creative credibility while consistently delivering client outcomes. The two aren't mutually exclusive, they reinforce each other when the intention is right.