Content from our e-commerce photography shoots doesn't always have to live as stills. I edit short-form videos for Instagram Reels, anywhere from ten seconds to a minute, taking raw clips and shaping them into content that feels intentional and on-brand. The work involves clip selection, pacing, color grading, and music matching in Adobe Premiere, but my approach goes beyond craft. I wanted to understand what actually drives performance, logging variables across every post: music genre, model gender, model-focused vs. product-focused framing, warm vs. cool color grading, video length, and posting time. In a format where instinct is often treated as strategy, I wanted data to back mine up.

The finishing details of course matter too! Film grain for a cinematic texture, and cuts timed deliberately to the music. Short-form video is unforgiving. You either earn the watch or you don't. Most people decide to skip your content in those first 3 seconds.