Creating Social-First Video Content at a NYC Brand Event
A brand event can create an incredible amount of content, but capturing it effectively requires more than simply documenting what happens.
Photographer Michelle Kammerman brought me onto this project as the NYC event videographer, working alongside her photography coverage for Kiehl’s at The Blonds fashion show in New York City, where Kiehl’s was the official skincare sponsor.
The project had two very different goals: one video focused specifically on Kiehl’s new CollaShot Plump Serum, while the second captured the energy and experience surrounding the fashion show.
Both videos were created as social-first video content, but each told a different part of the brand story.
Creating a Product-Focused Video Within a Fashion Environment
The first video centered around Kiehl’s new CollaShot Plump Serum, showing the product being used as skin prep on the models before makeup.
Rather than creating a traditional product demonstration, the goal was to show the serum as part of the behind-the-scenes beauty process leading up to the show.
As an NYC brand videographer, I wanted the footage to feel connected to the real environment while still giving the product the visual attention it needed. That meant capturing the product in use, the models, the skincare and makeup process, and the energy surrounding the preparation.
The result was social media video content that positioned the CollaShot Plump Serum within the world of fashion and beauty while giving viewers a glimpse into how the product was actually being used.
Capturing the Energy Behind The Blonds
The second video took a completely different approach.
Instead of focusing on a specific product, the goal was to give viewers a behind-the-scenes look at getting ready for the show—from people arriving and preparing backstage to the energy surrounding the fashion show itself.
Because Kiehl’s was the official sponsor, I incorporated subtle moments of Kiehl’s branding throughout the footage without making the video feel like a traditional advertisement.
The focus was on the experience: people getting ready, models preparing, guests arriving, quick interactions, environmental details, and the anticipation and energy of the show itself.
The goal was to make the viewer feel like they were there.
Why Social-First Event Video Requires Intentional Coverage
When creating social media video content for brands, I’m thinking about the final edit while I’m shooting.
A few seconds of footage might need to communicate an entire moment. A close-up of a product can establish what the video is about. A reaction can add personality. A wide shot can establish the environment. Movement can help transition between completely different parts of an event.
That means event videography requires a mix of intentional coverage and the ability to react quickly to what is happening around you.
For the Kiehl’s project, this meant approaching the two videos differently while making sure there was enough coverage to tell each story.
The product video needed to make the CollaShot Plump Serum the visual focus.
The BTS video needed to make the viewer feel like they were inside the event.
Balancing Authentic Moments With a Polished Commercial Look
My approach to event video is influenced by documentary filmmaking, I’m drawn to genuine interactions and moments that feel natural rather than overly staged. But creating polished brand content also requires intention.
For this project, Michelle, the Kiehl’s team, and I collaborated on a shot list to make sure we captured the specific visuals needed for both videos. While I focused on shooting, Michelle helped direct and identify moments in real time, giving us another creative perspective throughout the event.
That collaboration allowed us to balance planned shots with authentic moments as they happened. I think that combination of preparation, flexibility, and creative collaboration is what ultimately makes the strongest event content—and I think you can see that in the final edit.
One Event, Multiple Stories
One of the biggest opportunities with brand event videography is that there isn't just one story to tell.
The same event can generate completely different pieces of content depending on a brand's goals.
For Kiehl’s, one story was about the product: introducing CollaShot Plump Serum through its use in the beauty preparation process.
The other was about the experience: giving audiences a behind-the-scenes look at The Blonds fashion show and showing Kiehl’s presence within that environment.
Both pieces came from the same event, but they served completely different purposes.
That is what makes intentional event videography in NYC so valuable for brands. Instead of simply recording what happened, you can create content around specific marketing goals and give a brand multiple ways to extend the life of an event.
Creating Content That Lives Beyond the Event
An event may only last for a few hours, but the right video content can continue working for a brand long after the final guest leaves.
Whether the goal is to highlight a new product, create behind-the-scenes content, introduce a brand partnership, or bring an audience into an experience they couldn't attend, social-first video content gives brands a way to keep that momentum going.
As an NYC videographer, my goal is to create footage that feels authentic to the environment while still being polished, intentional, and ready for a brand's social and marketing channels.
The result isn't simply a record of an event.
It's a collection of visual stories that help a brand communicate what they were doing, why it mattered, and what it felt like to be there.
If you're planning a brand event, fashion event, product launch, pop-up, or activation in New York City or Long Island, I create polished, documentary-style event video and social media content designed for brands and commercial use.
