I am a creative director and storyteller that specializes in making content that moves on the internet.
@kennethcmerrill
kenneth@kindredcontent.tv
CONTENT THAT MOVES
CONTENT THAT MOVES
Current Project: Murphy Door
As the CD at Murphy Door, I have reinvented their brand and increased advertising efficacy by 40%. As a team, we have grown their social media following from 300K to 1.1M and seen their revenue go from $20M to $30M, in 3 years.
Step 1 - Rebrand
Murphy Door’s 10 year-old brand did not match their reputation as a premiere home furnishings company. So we changed it, creating a more contemporary and elegant visual identity, paired with a fun and irreverent voice that matched the company’s culture.
Step 2 - Social First
In order to maximize our small creative team’s impact, we developed a social-first pipeline for creative projects that meant scripting and structuring all creative to perform organically on social. The winners from our organic feeds are then utilized in paid campaigns across Google and Meta. Not only are we able to create higher quality content, but ad engagement has soared, and ROAS has gone up over 20%, despite the escalating cost of digital ads.
Step 3 - Content That Moves
A huge majority of our content is quick-draw social content shot with a phone, but we also shoot higher-production projects on a regular basis to maintain the resonance a premium brand should have. I am typically the writer, producer, director, and cinematographer for these commercials. (and I’m damn good at all of it)
This Holiday ad is a great example of that style of content, encapsulating our brand voice. It contributed to record-breaking sales in December.
Next Steps
Moving into this year, we are expanding our team and looking ahead to test new strategies for reaching our customer base and building a closer relationship with them. We are particularly interested in platforms like Reddit and Discord. We’re also hoping to split our content team to specialize in individual platforms. Now that the brand basics are done, we will have to think even more creatively about how to keep improving the brand and its story.
10 years in the film industry, making things with my bare hands.
I cut my teeth on film production in Los Angeles, starting as a camera assistant and working my way up to directing and producing. I’ve done everything from shooting feature films to editing commercials. My client list includes Intel, Shell Oil, Duracell, Acrorns, and the American Banking Association.
Directing
My directing experience before and after the TikTok revolution has helped me balance the necessity of competing for people’s attention in a crowded feed with the still-relevant demand for authenticity and human connection. Jumping on platform trends can help you in the short term, but only honest, fun, and sincere creative will help you connect with your audience long-term. When I’m directing something, I’m always asking myself, ‘Am I making something I would send to a friend?”
Cinematography
The craft of camera work and lighting is more accessible than ever, but the industry has become crowded with YouTube-educated videographers who have a good eye but little experience leading a team or dealing with the logistics of large projects. My background shooting multiple feature films and countless short-form projects has given me the skills needed to balance the creative process with the logistical challenges of producing good work on a tight timeline and budget. That’s a huge contributing factor in my skills as a creative director.
