Selected Work
Featured Videos
Five content types. Each one built with a clear strategy, a defined audience, and a measurable goal.
/images/social/viral-01.jpg
/images/social/storytelling-01.jpg
/images/social/instructional-01.jpg
/images/social/trend-01.jpg
/images/social/campaign-01.jpg
/images/social/promo-05.jpg
/images/social/viral-01.jpg
/images/social/storytelling-01.jpg
/images/social/instructional-01.jpg
/images/social/trend-01.jpg
/images/social/campaign-01.jpg
/images/social/promo-05.jpg
Viral Moment: Mistwood Golf Club
Hook
First-time indoor golf simulator reaction: four women, zero experience, pure chaos
Strategy
Spotted a travel trend dominating TikTok and pivoted the format to Mistwood's state-of-the-art dome. Cast the right people on camera, highlighted the best elements of the facility, and let the genuine reactions do the rest.
Why It Worked
The dome is one of a kind in Illinois, and most people have never seen anything like it. By borrowing a proven travel trend format and applying it to something hyper-local, the video hit a non-golf lifestyle audience hard. Sharp editing that pulled the TopTracer technology, simulator bays, and lesson footage together gave viewers a clear sense of place. The right talent on camera made it feel real instead of scripted, and the shock of the facility did the rest.
Result
484K+ Views on TikTok · 365K Views on Instagram · 849K+ combined earned reach
Earned Reach
Viral Content
Viral content is not the whole strategy, but it is proof that the creative can earn attention. These videos show how strong hooks, timing, pacing, and platform-native ideas can expand reach beyond the existing audience.
Goal
Expand reach and earn attention beyond the existing follower base
Creative Approach
Engineer the first second to stop the scroll with a visual pattern interrupt, a fast cut, or a payoff that reads instantly, then build the rest of the video around real people and real moments instead of a polished pitch
Why It Works
Algorithm-favored content earns compounding distribution. One strong video can reach an audience many times larger than your current following, and it does not require a large following to start working.
What I Measure
Views, shares, profile visits from non-followers, and follower growth rate after the post
Video Samples
/images/social/dance-01.jpg
Chef Bobby & Sarah: Morning Prep Dance Trend
Hook
Chef Bobby and Sarah dancing and singing while getting the restaurant ready for the morning
Why It Worked
Rode the sped-up "la la la" audio trend (Naughty Boy and Sam Smith) and let two real team members carry it with genuine energy. Showing the fun, human side of opening the restaurant made the brand feel approachable instead of purely promotional.
Result
182K+ Views on TikTok · 6,000+ Likes
/images/social/snow-01.jpg
Snow Day? Head to the Dome
Hook
Snow outside? No problem. Fully heated indoor range and food and drink service from McWethy's Sports Bar make the perfect solution for winter weather.
Why It Worked
A simple, real-time video of one of the season's first snows, positioned as proof that Mistwood is a true all-weather facility. Leaning into local accessibility, fully heated bays, and TopTracer technology gave golfers a reason to keep playing instead of packing away their clubs for winter.
Result
204K+ Views on TikTok · 5,000+ Likes
/images/social/dome-life-01.jpg
Dome Life: Lessons, Fittings, and TopTracer in One Take
Hook
Come rock out with Rachel, Kelli, and the rest of the team as you enjoy virtual golf on the world's best courses, with food and drinks from McWethy's Sports Bar delivered right to your hitting bay
Why It Worked
A trending audio and a quick-hitting, high-production edit stitched together every reason to visit the dome: lessons, club fitting and repairs, dome life, and TopTracer play. Covering that much ground in one fast-paced video gave viewers the full picture without ever feeling like a sales pitch.
Result
79K+ Views on TikTok
/images/social/viral-04.jpg
Office Stereotypes: The Cast of Characters
Hook
A rapid-fire lineup of office archetypes: the one who is always cold, the one who is always eating, the one who acts like he owns the place, the one who hates being in TikToks, the loud one
Why It Worked
Every office has these people. Casting real team members into instantly recognizable workplace tropes made the video feel personal to the brand while still being universally relatable, which is what pushed it past the existing audience.
Result
63K+ Views on TikTok
Brand Connection
Storytelling Content
Storytelling content builds the emotional layer of a brand. It shows the people, the place, the process, and the moments that make a business worth caring about and worth returning to. These videos earn the saves, follows, and repeat visits that awareness-only content never reaches.
Goal
Build emotional connection that turns casual followers into repeat visitors and loyal fans
Creative Approach
Focus on people, place, and process, not product features. Find the human moment inside the brand moment.
Why It Works
Audiences follow brands they feel connected to. Storytelling earns the saves, comments, and repeat visits that product posts rarely generate.
What I Measure
Saves, comments about personal connection, profile follows, and repeat-visit mentions in comments
Video Samples
/images/social/story-01.jpg
No Ice in the Fitting Bay
Hook
Why is there no ice allowed in the fitting bay?
Why It Worked
Eric used a simple fitting bay rule to tell a bigger story about the fitting experience. The video made the process feel fun, personal, and informative while showing that certified fitting professionals can educate golfers in a way that feels approachable.
Result
18.7K+ Views on Instagram and 16.9K+ Views on TikTok
/images/social/story-02.jpg
The Work Behind Perfect Greens
Hook
Most golfers only notice the greens when they are rolling perfect. The work starts long before the first putt drops.
Why It Worked
Superintendent Ben Kelnhofer gave golfers a closer look at the topdressing process and the care behind course conditions. The video helped viewers appreciate the team, the routine, and the small maintenance details that shape every round at Mistwood.
Result
9.7K+ Likes on Instagram and 4.5K+ Views on TikTok
/images/social/story-03.jpg
Chef Bobby's Momo's Eclair Cake
Hook
Some recipes become family traditions. This one became a menu favorite.
Why It Worked
Chef Bobby shared the personal story behind his grandma's eclair cake and why he brought it to McWethy's Sports Bar. The video turned a menu item into a family story, created cross-brand connection, and gave the team a moment of genuine pride.
Result
4.4K+ Views on a smaller JBM Hospitality brand, with strong engagement and a story that connected McWethy's Tavern, McWethy's Sports Bar, and the people behind the brand
/images/social/story-04.jpg
Tony and Tina's Wedding Event Recap
Hook
A quick-cut recap that made viewers feel like they were inside the wedding.
Why It Worked
The video used fast pacing, food shots, guest reactions, and visual storytelling to capture the energy of the event without needing a heavy explanation. It showed the experience, the fun, and the reason people would want to attend future events.
Result
15.9K+ Views on Instagram
Trust & Authority
Instructional Content
Instructional content turns golf expertise, fitting knowledge, lesson insights, and pro shop education into short-form videos that are easy to understand, easy to save, and worth sharing.
Goal
Build trust and authority by demonstrating expertise in a format people save and share
Creative Approach
Lead with a clear problem. Simplify one useful idea per video. End with a practical takeaway, not a generic CTA.
Why It Works
Saves are the highest-signal engagement on short-form platforms. Instructional content earns saves and positions the brand as a trusted resource.
What I Measure
Saves, shares, comments asking follow-up questions, and link-in-bio clicks to related services
Video Samples
/images/social/instr-01.jpg
Putting Setup: Face Balance vs Toe Hang
Hook
A lot of golfers blame the putting stroke when the real issue starts with the setup.
Why It Worked
Chris Ioriatti took a technical putting topic and made it practical by connecting putter design, grip stability, and hand placement to face control. The video gave golfers a clear reason to rethink setup before forcing a stroke change.
Result
61.2K+ Views on Instagram and 16.4K+ Views on TikTok
/images/social/instr-02.jpg
Junior Golfers: Short Game Practice
Hook
Real-time coaching with Nicole as junior golfers sharpen their short game.
Why It Worked
The video turned a lesson moment into quick, useful content by showing left-hand-only chipping practice and putting drills in action. It gave parents, players, and golfers a clear look at how small practice details can improve touch, stroke, and start line.
Result
18.3K+ Views on TikTok
/images/social/instr-03.jpg
John Platt Uses My Practice to Stay Sharp
Hook
Our Director of Golf Instruction shows the practice game he uses to keep his wedge game competitive.
Why It Worked
The video made Toptracer feel useful by showing how John Platt turns practice into a goal-based challenge. Instead of simply promoting a feature, it showed a real instructor using the tool to stay sharp after lessons.
Result
11.3K+ Views on TikTok
/images/social/instr-04.jpg
The Fitting Corner: Club Face Angle
Hook
Eric breaks down how club face angle at impact changes ball flight.
Why It Worked
The video took a fitting concept that can feel complicated and turned it into a simple visual lesson. It helped golfers connect what happens at impact to what they actually see in their ball flight.
Result
11.1K+ Views on TikTok
Platform-Native Reach
Trend / Transition Content
Trend and transition content uses platform-native formats like quick edits, audio trends, and visual transitions to reach viewers outside your existing audience. When the format fits the brand, the algorithm does the distribution. This section includes a 61K-view post, a 29K-view post, and a 13.7K-view post from three different trend executions.
Goal
Earn algorithm-driven reach by tapping trend behavior at the right moment without losing brand voice
Creative Approach
Find the intersection between what is trending and what fits the brand's voice. Adapt the format to fit the brand, never just copy the trend.
Why It Works
Trending formats earn boosted distribution from the algorithm. The right execution earns reach without sacrificing brand credibility.
What I Measure
Non-follower views, shares, Explore page appearances, and follower growth during the trend window
Video Samples
/images/social/trend-c1.jpg
Women's Apparel IWO Transition
Hook
New women's golf apparel arrived just in time for the Phil Kosin Illinois Women's Open.
Why It Worked
The video used quick outfit changes and digitally rendered motion to turn pro shop inventory into platform-native content. It connected a timely tournament moment to women's apparel in a way that felt visual, fast, and relevant.
Result
Contributed to an uptick in women's apparel sales during tournament week
/images/social/trend-c2.jpg
Giving Up Golf for the New Year
Hook
A golfer tries to give up golf for the new year, then grabs the clubs back at the last second.
Why It Worked
The video adapted a simple New Year trend into a golf-specific joke while tying it back to Mistwood Golf Dome. It worked because the punchline was quick, relatable, and connected directly to the idea that golfers do not need to wait for spring.
Result
29.1K+ Views on TikTok and contributed to a January that beat projections
/images/social/viral-02.jpg
"Not Everything Is a Two-Person Job"
Hook
A viral audio trend built around the line "not everything is a two-person job," cutting to two people doing something clearly meant for one.
Why It Worked
The office manager delivered the setup line, then two team members appeared loading the printer together. The mismatch needed zero explanation, and the trend audio made the punchline land before the last frame finished.
Result
61K+ Views on TikTok
/images/social/trend-c3.jpg
Meet in the Middle at Mistwood Golf Dome
Hook
One buddy wants beer, one wants putting, and one wants golf.
Why It Worked
The video used quick cuts, a camera filter, and a familiar audio trend to show that Mistwood Golf Dome has something for everyone. It made the offering easy to understand by turning multiple amenities into one simple social idea.
Result
13.7K+ Views on TikTok
Business Impact
Campaign / Event Content
Campaign and event content connects short-form video to specific business goals: tee times, fittings, lessons, events, restaurant promotions, and seasonal campaigns. This section includes a video that sold out wedge clinics for the month, a video that sold out an indoor tournament, and a menu launch that earned 11.5K+ views. Every video has a job that goes beyond awareness.
Goal
Drive interest in a specific event, offer, lesson, fitting, tee time, or promotion with content that makes the next step obvious
Creative Approach
Lead with the experience, not the offer. Make viewers want it before you name it. Always include one clear next step.
Why It Works
Content tied to a specific goal converts better than general awareness content. When the video creates desire first, the audience knows exactly what to do next.
What I Measure
Link clicks, booking and inquiry volume during the campaign window, and cost per conversion compared to paid media
Video Samples
/images/social/camp-01.jpg
High School Coaches Clinic: Chipping Foundation
Hook
Most golfers and junior players struggle around the greens because they never learn how to use the ground correctly.
Why It Worked
The video captured Andy's real-time clinic instruction and turned it into useful content that also supported a summer clinic promotion. It gave viewers a clear teaching point while creating demand for Master the Short Game clinics.
Result
29.5K+ Views on Instagram and helped sell out Thursday wedge clinics for the month of June
/images/social/camp-02.jpg
Birdies and Brews Indoor Tournament
Hook
The first indoor golf tournament of the season needed energy fast.
Why It Worked
The video reused strong footage from past tournaments and paired it with quick cuts and high-energy audio to make the event feel fun, familiar, and worth joining. It created momentum without needing a brand-new shoot.
Result
82K+ Views on TikTok and a sold-out event
/images/social/camp-03.jpg
Ted Lasso Trivia Night
Hook
Chef Bobby parodied the famous Ted Lasso darts scene to promote trivia night.
Why It Worked
The video used a recognizable pop culture moment and adapted it to the restaurant in a way that felt timely and fun. It gave the event a clear theme, a memorable character, and a reason for fans to show up.
Result
Helped drive a successful turnout for Ted Lasso Trivia Night at the restaurant
/images/social/camp-04.jpg
King Salmon Season Menu Launch
Hook
A new summer menu item deserved a launch that felt bold, seasonal, and worth trying.
Why It Worked
The video turned Chef's wild-caught king salmon into a high-quality restaurant promotion by focusing on the ingredients, the plate, and the feeling of trying something new. It made the dish feel premium without needing a hard sell.
Result
11.5K+ Views on Instagram
Brand Utility
General Business Promotion
Not every strong piece of content is measured only by views. Some videos are built to explain a service, establish credibility, support sales conversations, showcase production quality, or help a team member become more recognizable before a customer ever meets them.
Goal
Support business goals beyond awareness: service understanding, credibility, team familiarity, and direct conversion
Creative Approach
Lead with the product, the person, or the process. Let the work speak first. Add context that helps the viewer understand why it matters to them.
Why It Works
Content that explains, demonstrates, or establishes credibility builds long-term trust even when it does not generate immediate viral reach. These videos work quietly and keep working.
What I Measure
Direct bookings or inquiries, repeat visits, brand recognition in sales conversations, and customer mentions of specific team members
Video Samples
/images/social/promo-01.jpg
Wedge Bounce Explained
Hook
Why can one golfer slide a wedge under the ball while another sticks it in the turf?
Why It Worked
Eric broke down low-bounce and high-bounce wedges in a way that made club fitting feel personal and practical. The video helped establish his credibility as a certified club fitter while giving golfers a clearer reason to trust the fitting process instead of guessing.
Result
5.6K+ Views on Instagram and supported a June where fitting performance beat monthly projections
/images/social/promo-02.jpg
Club Repair: Shaft Length Adjustment
Hook
Something feels off with your clubs, but the fix might start with length.
Why It Worked
The video made the club repair process visible by showing the tools, equipment, and hands-on work behind an adjustment. It helped golfers understand that repair services are not abstract, they are real solutions handled by certified professionals.
Result
Generated a direct putter repair booking and inquiry while showcasing the process behind the service
/images/social/promo-03.jpg
Focaccia Deep Dish Pizza Return
Hook
A fan-favorite dish returned, and the video made the comeback feel worth ordering.
Why It Worked
The video highlighted Chef's focaccia deep dish through appetite appeal, kitchen personality, and a clear reason to visit. It gave the dish a stronger story by spotlighting the dough, the baker, and the customer excitement around its return.
Result
The focaccia deep dish remained a top-selling item and drove multiple reservations and orders on the day the video was posted
/images/social/promo-04.jpg
Wedding Trend: Big-Batch Cocktails
Hook
Enjoy the party without the chaos of playing bartender.
Why It Worked
Taylor used a real wedding trend to educate couples while subtly showcasing the venue experience. The video built credibility, made her more recognizable, and helped create connection before the first in-person meeting.
Result
Couples mentioned recognizing Taylor from social media, helping establish trust and familiarity before the sales conversation
COMMERCIAL • HOSPITALITY • FOOD • EVENTS • BRAND STORYTELLING
Photography That Makes the Experience Feel Real
Commercial hospitality photography should make food, people and experiences feel as compelling online as they do in person. I create restaurant, food and beverage, event and product photography designed to capture attention and move customers to act.
Each shoot builds a versatile visual library for social media, websites, email campaigns, menus, event promotion and digital advertising.
FOOD & BEVERAGE • CULINARY PROCESS • RESTAURANT • HOSPITALITY • EVENTS • PRODUCT • LIFESTYLE • SOCIAL CONTENT
Built to Work Beyond the Feed
The strongest photo earns its place in more than one post. I capture with the larger campaign in mind, creating imagery that can move from social and email to websites, menus, event promotion and print without losing the story behind it.
That connection between photography and marketing strategy is intentional: the goal is a visual library a brand can actually use.
Social Media · Short-Form Video
Short-Form Content
Tied to Real Outcomes
I build Instagram and TikTok content strategies where every video connects to a business result. Events sell out. Clinics fill. Menu items move. The results are on this page.
1.1M Views
top TikTok result
6 Content Types
viral, story, education, trends, campaigns, promotion
Instagram + TikTok
multi-platform content system
TikTok Views
1.1 Million
TikTok Likes
40.4K