Nobody comes to social for a product demo. So we made one that behaves like creator content.

I created Why Buys from the ground up as a social-first Defender series, reimagining traditional product content through the format of a day in the life of a Defender owner. I led the project from concept through creative direction and execution directing the films, shaping the social formats and stepping in front of the camera myself. Defender’s features became part of the story rather than the demonstration, creating a series designed to feel native to social from the outset.