I am a filmmaker, with an architecture degree, that now goes by the title “Emerging Media Director” at Tier10 Marketing. In there, somewhere, is an analogy for what all involves “Emerging Media.”

As an Emerging Media Director, I handle all things photo, video, and social media. The trick is knowing how to get the most from the content produced with the available channels social media provides with out losing focus on that content’s production quality, and ultimately communicating the message of the client.

Per my own path, I started as a content producer. From Mercedes-Benz New York Fashion Week to the 2008 Barack Obama Campaign, the work was challenging. Sometimes art-house, sometimes high-profile; sometimes local and sometimes national. With the emergence of Social Media, video content became all the more valuable. A brand could spread/promote/drive that multimedia message, with out the television air fee, to an equivalent number of people. As strategies developed and Social Media matured, I grew with it.

Photography and graphic design were by-products of my architectural-based education. Freelance work as a photographer and a designer further developed my basic understanding of a client’s needs.

When I made the transition from independent contracts to corporate work, nearly every prospective employer was as drawn to my social media experience (this is early 2008, so “Social” was still in its infancy) as much as my creative portfolio. In the end, I was able to create more value in myself be owning the production process and social media distribution responsibilities.

At the time, the term “Emerging Media Director” was not prevalent. I was very proud to have earned the Creative Director title, so went on determined to make Social Media an integral part of my creative direction, in strategy and content. Herein, I found my niche.

On LinkedIn, this is how I quantify my day-to-day at Tier10 Marketing:
▹ Oversee emerging marketing and advertising technologies
▹ Drive/execute video/multimedia production. Act as Director, Cinematographer, and Editor of all video shoots; drive all in-house photography shoots. Stay informed to latest video/photo production technologies, keeping in mind distribution methods, efficient codecs, and the like.
▹ Assist in mobilization of social media initiatives for the nation’s leading automotive and entertainment entities.
▹ Act as both tactical support for interactive projects, as well as function as an active participant in the creative process ensuring that the work utilizes the most effective and innovative technologies available.
▹ Maintain a solid understanding of not only existing but emerging technologies/medias.
▹ Manage junior-level resources and inspire confidence in both clients and senior leadership at the agency.
▹ Act as Executive Editor of Tier10Lab — the official blog of Tier10 Marketing. Draft/edit/approve all content — blog, photo, video.
Develop products for agency verticals and their presentation materials, therein.
▹ Engage third-party technology vendors, explore opportunities for partnership, and drive discussions/negotiations to reach an agreement. Lead co-branded marketing efforts, thereafter.
▹ Assist in the development of strategies, draft/design programs, and manage projects, when necessary.
▹ Manage Tier10’s own web, social, and digital presence. Drive graphic, video and blog content creation. Develop engaging content, leverage social media influencers, and mentor growth of contributors. Develop social media best practices that can be leveraged by internal and external partners. See http://www.tier10marketing.com & http://www.tier10lab.com.
▹ Attend to research and development regarding any and all pieces of media that can advance the interests/objectives of Tier10 and its clients.

It’s multifaceted and exciting — and, exhausting and far-reaching, all at the same time. I will submit to any looking to pursue a similar route, passion is an absolute requirement. Both creative production and social media are intrinsically dynamic. Design, photography and video require focus and a near obsessive attention to detail; you must always be a student of your craft. Social media is constantly changing and evolving. It is essential to not always be aware of platform functionality, but also the analytic tools available to track engagement.

As with most thought-based industries, marketing finds itself in a position where attributes that used to be separate and defined, are now being funneled into the same person. For example, architecture and landscape architecture is moving towards a field called, “Green Architecture.” Similarly, more and more graphic designers are leaving school with a video/motion graphics background. The modern creative professional, simply put, is better at more than ever before.

Remaining agile, curious, and focused on executing the details of production and strategy will continue to drive why I do what I do. I hope these short notes helped any looking to follow a similar path. Tweet me at @josepholesh with any questions.

Above all, keep creating!!>