The Work Behind the Work
Content marketing sounds so glamorous from the outside, doesn’t it?
It’s exciting production days, getting paid to scroll social media, and waiting for your next creative idea to ambush you like a ninja. I blame the lifestyle influencers and their Erewhon smoothies.
In reality, it’s tight deadlines, daily fires, balancing creative egos with another round of revisions, and the occasional small miracle. But when the content engine is firing on all cylinders, it’s hard to beat.
The majority of my career has been on the agency side, where organized chaos was the job description. A few years there go a long way – think dog years. But through it all, the opportunities I had to lead tight-knit teams and tackle ambitious campaigns were well worth it.
Those projects include a few standout moments – from Clio Awards to a local Emmy – and, just as importantly, the chance to collaborate with talented creatives who made the process far more enjoyable than it had any right to be.
And yes, the awards were nice, but the real success in the work (featured below) comes down to commitment.
Commitment to a clear vision. Commitment to improving my craft. And a commitment to delivering results.
So if you’re looking for someone who brings creativity, momentum, and a relentless drive to make quality content, you’re in the right place.
Notable Projects
World Series of Poker
We revived the WSOP’s dormant YouTube channel in 2022, producing daily content using the platform’s latest Shorts feature. In the first 90 days, we garnered 4.7M views, 120.8K hours of watch time, and more than 5.5K subscribers. In the following three months, our subscriber growth doubled to 11K, and views surpassed 12M.
During this time, we also started the WSOP TikTok page, which hit 10K+ followers in the first month.
Just one year later, we acquired 20K new subscribers on YouTube and 24K followers on TikTok.
Watch some of our daily content here!
Battle 4 Vegas: Charity Softball Game
Facing the unique challenge of producing a stand-alone sports program, we brought the Battle 4 Vegas Charity Softball game to life for the Vegas Golden Knights and Las Vegas Raiders in 2021 and 2022.
During the production air time, viewership saw a 42% increase compared to its average.
My role included storyboarding, production support, interviewing players and staff, filming live in-game content, and providing creative feedback during editing. In our first year, we took home a Pacific Southwest Chapter Emmy Award.
Check it out here!
Thrive Cannabis Marketplace
Turning Instagram’s strict policies on cannabis brands into an opportunity, we crafted a clever storyline for our 4/20 campaign in 2022.
We created a series of seven Instagram reels, released each day in the lead-up to 4/20. The video campaign had one enthusiastic budtender (yours truly) trying everything he could to convey the giveaways and deals for the promotion.
We drove record-breaking sales and garnered:169% increase in reach, 268% increase in profile visits, 1,661% increase in website visits, & 225% increase in engagement.
Have a good laugh, I'll thank you when I'm accepting my Oscar. (View Series Here)
Palms Casino Resort
In early 2023, The Palms Casino Resort partnered with us to produce a lively video showcasing their updated Sky Villas – priced at $25K to $40K a night.
Using a new video technique, known as Timeless Motion, we were able to take the viewer on a journey through the various suites, showcasing all the unique features they have to offer.
I served as a creative project manager, assisting with creative direction, talent, scheduling, production, and post-production.
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UGC-Style Ads
With advertising costs climbing on Amazon, I was brought into The Topo Agency in 2024 to create off-platform social strategies that generated top-of-funnel traffic for clients.
Throughout this time, I worked with a handful of brands preparing a cohesive omnichannel strategy and developing social content that felt native to the social platforms.
To view some of my work for Yellow Leaf Hammocks, Primordia Wellness Supplements, and Guayaki Yerba Mate, click here.
GGPoker: The Muck
GGPoker, the world's largest online poker site, enlisted us in 2021 to create a live-show experience for the WSOP Europe Main Event in Rozvadov, Czech Republic.
With little time to spare, we put together an entire production for poker's first-ever in-game analysis show. Everything from the stage design and graphics to the script and run of show. Think Inside The NBA, but poker!
Premiering on the WSOP’s YouTube channel, the nearly 10-hour stream generated more than 22K peak concurrent viewers from around the world, 434K views in total, and roughly 3.5K subscribers.
You can check out the highlight reel above, or watch the entire stream by clicking here.
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Las Vegas Convention and Visitors Authority
In collaboration with multiple agencies, I helped produce a series of short-form vertical ads for the LVCVA titled "Meanwhile, In Vegas."
Designed to capture the luxurious, live-in-the-moment energy of Las Vegas, the project came together over two fast-paced production days spanning 11+ pools, 13 restaurants, and five hotel and casino properties.
I served as Team 2 Director, leading one of the concurrent production units and coordinating closely with other teams to deliver seamless coverage across multiple locations. Click here to see the results.
The Godfather of Poker
I was fortunate to work with the 10x World Series of Poker Bracelet Winner, Doyle Brunson. In 2022, I produced an audiobook with the 88-year-old poker legend. For weeks, we set up a studio in his house as he relived the unbelievable stories in his 52-chapter memoir, The Godfather of Poker.
Sadly, Doyle Brunson passed away before the final publication of the audiobook, but I am beyond grateful I could play a role in sharing his story.
To promote the audiobook, we developed a series of Instagram reels utilizing audio from the book. Immerse yourself in a few of the stories, by clicking here. If you’d like to listen to an audiobook sample, click here.
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Ad Brief
To strengthen my storytelling and editing skills, I took on a personal scriptwriting and short-form video project in 2024.
Drawing on my passion for advertising, I launched Ad Brief, a faceless TikTok account showcasing some of the most innovative advertising campaigns.
Within the first 50 videos published, the account garnered more than 10.5K likes and seven videos surpassed 30K views.
View the profile here.
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Planet 13 Las Vegas
In 2023, Planet 13 Las Vegas, the world’s largest dispensary, launched its app, enabling iPhone users to browse their menu and place orders.
To boost app adoption, I created an in-store and digital campaign highlighting Planet 13’s in-house brands – Dreamland Chocolates, Haha Beverages, and Trendi Cannabis – encouraging mobile orders and product selection.
Click here to view additional creative.
julianlupo26@hotmail.com 702.768.7993