Selena Soo

How to Get Major Publicity and Impact Millions - Craft + Commerce Workshop

Selena Soo is an entrepreneur who has mastered the art of publicity. She has worked with high profile clients like; Marie Forleo, Lewis Howes, and Danielle Laporte, helping them grow their influence and brand. She has been featured in such publications as; The Huffington Post, Marie Claire, Entrepreneur, and Business Insider.


The Objective

Selena had approached me to document and edit her workshop at ConvertKit's (now named Seva), Craft + Commerce Conference. In discussing the details with her, we uncovered the key-objectives of the project:

  • Capture the workshop in 1080p HD video for use in web and social media
  • Provide photography of her interacting with the attendees
  • Get photos of her with Conference hosts and presenters: Nathan Barry, Alexis Teichmiller, Maya Elious, and Jaclyn Mellone.

Mastering The Audio

One of the great things about shooting video is that, you can break it down in to individual components and multi-purpose the content for various platforms.

One of the very first things I do in post-processing is master the audio. Using Adobe Audition, I'm able to add a series of effects that add richness and fullness to the audio track.

First I add a 20-band EQ, followed by a parametric EQ which allow me to get just the right sound. Then I normalize which levels out any abrupt spikes in audio, followed by compression, which keeps the volume right in the sweet spot. 

Even though Selena didn't request a stand-alone audio track, she now has the option to use it as a podcast if she chooses. Its another great way to reach and engage her audience. 

Audio as a podcast on Soundcloud


Video with a simple lower-thirds animation for YouTube

Options With Video

With videos like this, there are many ways to use and distribute the content. The video can be kept as one whole piece to post on YouTube for anyone who wants the entire presentation, or it can be chopped up for use on Instagram, Facebook, and any other social media platform.

With this in mind, I decided to shoot the video at 30 frames per second. When shooting at this frame rate, you have the ability to slow the footage down in post to 80% of its regular speed which gives it a dream-like feel, similar to what you might see in a music video.

So why is this important? It gives Selena the ability to use clips from this video in any highlight reels or montages she might like to create. Showing off her expertise as a public speaker and teacher adds to her credibility as an expert in her field. 


Capturing Still Images

Because one of the objectives was to get still images of interactions with attendees and other influencers, I needed to strategize the execution.

I couldn't compromise capturing the workshop in its entirety in video to capture images. Luckily there was a Q&A at the end of the presentation that allowed me to transition from video to stills.

Though some of the influencers and conference hosts were unable to attend, we did manage to capture photos with the others who were.

Other influencers in attendance were; Erin Flynn, and Prince McClinton, founder of Art Of Visuals.

Click on the image.


The Results

As you can see we were able to complete the goals set out at the beginning.

This was an excellent project. It was straight forward and taught me a lot about the power of publicity. Selena was a great client and I'd be happy to work with her again.


Now that you know how I work with others, l want to hear about your project.