Organization: Coforma
Date: 2025–2026
Formats: LinkedIn campaign, short-form social video, employee voiceover recordings, branded motion graphics, bilingual English/Spanish video, social copy, campaign publishing
Relevant skills: Social-first storytelling, campaign strategy, employee storytelling, video production, audio production, podcast production, stakeholder coordination, bilingual content, Adobe Premiere Pro, Adobe Audition, Riverside.fm

Coforma wanted to highlight its company values in a way that felt human, specific, and aligned with how people actually engage with social content. I helped shape and produce a social-first campaign that paired each company value with employee voices from across disciplines, using quotes, recorded audio, branded visuals, and motion graphics to create a more personal expression of the company’s culture.

My role included campaign strategy, production planning, stakeholder coordination, employee recording sessions, audio cleanup, video editing, motion-driven social deliverables, proofreading, and publishing. The campaign featured employees across the company, including senior leaders, and included one bilingual English/Spanish spotlight that I pitched and helped produce.

Company values can easily become abstract. They often appear as static website copy, internal language, or generic employer-brand messaging that does not show how people actually experience or practice those values.

The challenge was to make Coforma’s values feel real, credible, and human on social media. The campaign needed to connect with external audiences while also reflecting the people inside the company. It also needed to be built around platform behavior: posts that featured real employees, direct quotes, and human-centered storytelling tended to perform better than generic brand statements.

The campaign strategy paired company values with employee perspectives. Rather than simply describing each value, we asked employees from different disciplines to share quotes connected to a specific value and the way it showed up in their work.

Based on platform best practices and performance patterns I had observed, I recommended adding a stronger human element: recording employees reading their own quotes. This would allow the campaign to feel more personal, increase emotional connection, and give audiences a chance to hear the people behind the company’s work.

Once leadership approved the direction, I developed a production approach centered on trust, comfort, and participation. Several employees were apprehensive about recording, and some shared that they did not like the sound of their own voice. I made the process intentionally low-pressure by offering multiple takes, giving participants control over their recordings, and reassuring them they could review anything before it was posted publicly.

I coordinated recording sessions over Slack, working around the schedules and comfort levels of employees across the company. Participants included people from multiple disciplines and levels of seniority, including VPs and C-suite leaders.

Each recording was captured through Riverside.fm, then cleaned up and normalized in Adobe Audition. I edited the final videos in Adobe Premiere Pro, combining recorded voiceover, company-branded elements, graphic treatments, and light motion design to create polished social-first deliverables.

One of the campaign’s strongest moments came from a bilingual subject matter expert who, like me, speaks both Spanish and English. I pitched leadership on creating a version of her spotlight that included both languages. That idea was approved, and the resulting deliverable became one of the pieces I was most proud of because it brought language, identity, and representation into the campaign in a natural and meaningful way.

The campaign achieved 100% participation from the employees invited to record, including several participants who were initially hesitant about being recorded. That outcome reflected the trust-building and production care behind the work.

The campaign also helped turn Coforma’s values into a more personal, social-first storytelling series. Instead of presenting values as static brand language, the campaign showed how employees understood, practiced, and voiced those values in their own words.

This project matters because it shows how internal culture and external storytelling can reinforce each other. The campaign was not just about saying what Coforma values; it was about letting people across the company voice those values themselves.

It also reflects the kind of production approach I care about: thoughtful, human, organized, and trust-based. The final videos were important, but so was the process behind them—making sure people felt comfortable, respected, and proud of how they were represented publicly.