Dunn Lumber account
As associate creative director and lead filmmaker on the Dunn Lumber account, I helped build and sustain a multi-channel content program that made a 100+ year-old lumber company feel approachable to both homeowners and contractors. I oversaw campaigns, studio builds, and ongoing photo/video content that reinforced Dunn’s reputation for trusted advice and service.
ROLE: Associate Creative Director, Producer, Filmmaker, Photographer
CLIENT: Dunn Lumber
YEAR: 2016-2023
Overview:
I served as associate creative director, filmmaker, and photographer across Dunn Lumber’s content ecosystem—Dunn DIY, Dunn Solutions, and broadcast/online campaigns—shaping the visual language, directing shoots, and helping maintain brand integrity across hundreds of deliverables over several years.
Brand Stewardship
Ensured the Dunn brand felt cohesive across DIY tutorials, contractor education, and broadcast/YouTube spots—protecting tone, pacing, and visual identity while the brand evolved over time.
Studio & Set Build
Helped design and build a dedicated Dunn DIY studio set inside the agency’s space, collaborating with a set builder to create a flexible environment that could support recurring series and seasonal campaigns.
Client Partnership
Worked directly with key stakeholders, balancing strategic needs with production realities, and often functioning as a hybrid of creative lead, producer, and informal account manager.
Multi-Channel Content
Directed and/or shot campaigns for homeowner-facing DIY content, contractor-focused instructional series, and CEO-led commercials for both YouTube and regional broadcast.
End-to-End Production
Regularly produced, directed, shot, and edited DIY projects and campaign pieces—owning everything from planning and blocking to on-set art direction and post-production finishing.
“Spot in the Sun” Commercial (2019)
Director | Editor
A commercial for Dunn Lumber made for television and web in collaboration with CEO, Mike Dunn.
Dunn DIY & Solutions
Director | Cinematographer | Editor
I worked on the Dunn Lumber DIY + Solutions team for over 6 years creating instructional videos. The DIY Channel was intended for homeowners and was aimed at making approachable projects. The Solutions channel was a resource for contractors with tutorials for highly skilled tasks.
Challenges:
Keeping a long-running, multi-year content program visually cohesive as the brand evolved
Serving distinct audiences (homeowners vs. contractors) without fragmenting the brand
Sustaining freshness and relevance across recurring formats and a high volume of deliverables
Balancing studio-based content with complex on-location shoots and tight production windows
Over many years as AOR, the work needed to evolve with Dunn Lumber’s brand while still feeling like one unified story—from approachable homeowner DIY content to highly technical contractor pieces and CEO-driven broadcast spots. Each channel had different needs, tones, and levels of complexity, which required constant calibration of look, feel, and educational depth.
My role was to protect cohesion while continually refreshing the creative, managing the logistics of both studio and on-location shoots, and making sure the content stayed aligned with Dunn’s core promise of trusted advice and steady service.
Dunn DIY
Set Design & Staging
I led the redesign of the Dunn DIY set at Belief Agency, transforming an unsafe and inflexible build into a modular, production-ready environment shaped around the host’s personal style and on-camera needs. I sourced all furniture and props, partnered with a production designer to execute the new design, and ensured the set could quickly reconfigure for multiple series and visual looks.
Conclusion:
Working on Dunn Lumber’s content over several years gave me a rare, long-view role in building a brand’s visual and narrative ecosystem from the inside.
By pairing associate-level creative leadership with hands-on production and post, I helped create a consistent, recognizable look and feel across campaigns, channels, and audiences.
The result was a body of work that made a legacy lumber company feel human, helpful, and approachable—whether you were a first-time DIYer or a seasoned contractor.