DOCUSTYLE

Docustyle work sits in that space between observation and intention—real moments, but shaped just enough to land. It borrows the language of documentary—natural light, imperfect framing, people being themselves—bringing that raw, unfiltered energy to the forefront.

When it lands, it doesn’t feel like a commercial trying to be real—it just feels real, with a point of view underneath it. And the best part? There’s tons of room for creativity – directors can seamlessly blend documentary storytelling techniques with the visual flair of commercials. Whether your spot aims to shine a light on a cause, showcase a brand’s journey, or follow something small and specific, it holds when the restraint is there and the story is allowed to carry the weight.

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Writing samples

  • KERRY • Incyte • Intro

    The message “It’s OK not to feel OK right now” was wildly popular last year on social media platforms like Instagram — which was a big deal. It meant that, in the face of global uncertainty, people were no longer finding comfort in the “Good Vibes Only” brand of positivity that had dominated the past decade. Instead, they were ready to acknowledge how they truly felt, which was totally different for every person.

  • JOHANNA • Square • INTRO

    “Big business” is more personal than you think.

    Every business reflects the spirit of its creator. And for an entrepreneur, the real beauty of expanding a business isn’t the zeroes that you add to the bottom line. It’s that with every new phase of growth, the business comes to embody even more of your personality and passion. “Ticking bigger boxes” just allows you to bring so much more to your business—more customers, more creativity, more vision, more YOU!

    I really feel this in this latest Square project. Jennifer’s identity and vision comes across in every aspect of her enterprise, and as a fellow entrepreneur who has grown multiple businesses from the ground up, there’s so much about her journey that I relate to.

    For me, the key is to use this personal insight as a way into the project. I want to get to the emotional core of Jennifer’s journey, portraying it way that feels fun and engaging, yet deeply personal. Even our most technique-driven visual touches should resonate with the humanity and charm of our irrepressible subject. Because the more we can sense the real personality behind these images, the more we’ll be able to highlight how Square supports these uniquely ambitious entrepreneurial dreams. Keeping it weird with the cool people, indeed!