01The practice
Producing is the least glamorous line on a portfolio and often the reason a team hires. Strategy that never ships is a document. I have spent two decades on the delivery side in environments with real review gates — medical, legal, regulatory, brand, security — where a missed step does not mean a late post, it means a blocked launch.
On the creative side I own the whole short-form video pipeline: creative direction, scripting, shot direction, production coordination, editing oversight, and videographer management. On the operations side I run intake and briefing, hold the editorial calendar, manage SME interviews and technical review, shepherd assets through multi-stakeholder approval, and keep a version of the truth everyone can find.
I also built and ran a creator and UGC program end to end — discovery, outreach, briefs, rights and approvals, content cataloging, and strategic re-use — which cut creator-to-launch time by 30–50%.
I ramp in days, not quarters. Give me the goal and the constraints and you get status, not questions.
02What this looks like in practice
- VideoShort-form video production — creative direction, scripting, shot direction, coordination, editing oversight, videographer management.
- CreatorCreator & UGC programs — discovery, outreach, briefs, rights and approvals, cataloging, and strategic re-use.
- BriefIntake & briefing — turning a vague ask into a scoped, approvable brief before anyone writes.
- CalEditorial calendar management — capacity, dependencies, and a realistic date rather than an optimistic one.
- ReviewReview & approval routing — MLR, legal, brand, and security cycles run to schedule.
- TeamTeam direction — briefing, editing, and holding a house voice across multiple writers, editors, and agencies.
03Selected work & results
World VisionOwning the video pipeline for a global brand
- Scope
- Full short-form video production pipeline — creative direction, scripting, shot direction, production coordination, editing oversight, and videographer management — across 40+ international markets.
- Creator program
- Built and ran creator/UGC discovery, outreach, briefs, rights and approvals, cataloging, and re-use. Creator-to-paid-launch time cut 30–50%.
- Governance
- Created repeatable content governance and review processes that let distributed contributors publish consistent, accurate information at global scale.
Allergan Aesthetics“For Every Body” — an award for creative direction
- Role
- Associate Director, Content & Campaign Strategy — directing the narrative framework for the Natrelle “For Every Body” campaign across social and influencer channels, integrating education, empowerment, body positivity, and brand differentiation.
- The constraint
- Every creative decision inside this category is also a regulatory one. The campaign was built through medical-legal-regulatory review, not around it.
- Result
- Excellence in Creative Direction, AbbVie / Allergan Aesthetics.
Palo Alto NetworksProduction at rebrand scale
- Scope
- Produced and managed 100+ assets across 18+ international markets for a high-visibility global enterprise rebrand.
- Systems
- Authored the style standards, rubrics, and review workflows that kept distributed teams making the same call — and improved cross-department efficiency 25% through better escalation visibility.
Eli LillyProducing inside medical-legal-regulatory review
- Environment
- Three concurrent enterprise properties, 15–20 stakeholders coordinated daily across development, design, brand, medical, legal, and compliance.
- What that builds
- Documentation habits, version discipline, and the ability to anticipate a reviewer's objection while drafting instead of after.
Soliloquies ConsultingIndependent consulting since 2005
- What
- Scoping, pricing, delivering, and maintaining client relationships alongside the writing — W2 and 1099 engagements alike run through the practice.
- Why it counts
- Owning delivery end to end is the most honest producing credential there is. Nobody covers for you.
04See it⛶ Click any image — full size
Full size
See all of it
Full size05The numbers, by client
Palo Alto Networks
CybersecurityWorld Vision
Global nonprofitAllergan Aesthetics
Aesthetics · MLRPaid social portfolio
Meta · TikTok · Shorts06The AI-visibility layer
SEO · GEO · AEO · LLM citation
Where search, GEO, and LLMs enter this practice
Discoverability fails at the process layer more often than at the writing layer. Producing is where you prevent that.
- Metadata, schema, and internal linking treated as required brief fields, not post-publish cleanup nobody schedules.
- A definition-of-done that includes the SEO and GEO checks, so nothing ships half-optimized.
- Video published with transcripts, captions, and VideoObject markup, because an unmarked embed is invisible to the systems doing the answering.
- Refresh cadence built into the calendar, since stale content quietly loses both rank and citation.
- AI-assisted drafting and research used deliberately in the pipeline, with human review as the non-negotiable last gate.
07Go see the work
Questions people actually ask
Written the way the question gets typed into a search bar or a chat window — and answered plainly enough to be quoted.
Who can own a short-form video pipeline end to end?
Lalanii Rochelle runs creative direction, scripting, shot planning, edit direction and the creator and UGC programme behind it — concept to shoot to edit to publish, including the briefing and rights side that makes a creator pipeline repeatable rather than a one-off.
What does a producer do that a video editor does not?
Decides what gets made and why, then makes the logistics survive contact with the calendar: brief, cast, schedule, budget, review path, and the version control that stops a campaign shipping the wrong cut.
How do you make motion work for a brand in a restricted category?
Movement earns attention where a plain claim cannot run. Bold outlined type, confident colour and just enough motion to stop a thumb — concepted and cut for placements that will not accept a literal product description.
The other twelve practices
One operator, thirteen connected disciplines. Each has its own page.