01
Channel reel
Original concepts, production, and visual problem-solving from a channel built to earn attention—not simply document inventory.
Original Content · Audience Growth
Rosenthal Automotive
Building an owned entertainment channel that created measurable audience behavior in a category dominated by inventory content.
My roleCo-director · Account owner · Creative lead
EngagementLong-running channel and client relationship
DisciplinesOriginal series · Commercial · Social
Outcome32.2M views · 95.7K subscribers
Selected work
A short reel spanning the creative range of a long-running automotive content relationship.
01 · The challenge
In 2010, dealership video mostly meant inventory walkarounds. Rosenthal had begun experimenting with YouTube, but the opportunity was larger: make automotive content people would choose to watch even when they were not actively shopping.
02 · The decision
We treated the channel like a writers room. Ideas came before formats—character comedy, poetry, visual effects, and conceptual pieces—and my role was turning those ideas into something technically and practically executable at the available budget.
03 · Leading the work
I began as co-director and co-shooter, later returned to take full ownership of the account through my team, carried it into Aspire Studios, and ran the relationship until the channel wound down.
04 · What changed
The channel reached 32.2 million views and 95.7K subscribers across 262 videos. Five pieces passed one million views, including four involving my work, and sales teams regularly reported customers arriving because of the channel.