Creative Director, since 2026
SETGK
A goalkeeper brand run by pros. SET X is their week-long camp in December. My job is content, capturing the whole week and organizing the content team, so that one week becomes content for the rest of the year.
How it started
I worked the first SET X in December 2025. I was there a day early, I filmed on my iPhone, and I put out an Instagram video every single night of camp.
After that camp I started working with them, bringing in my content knowledge and content ideation for what they can be doing with their brand.
Behind SET X
A series I made right after camp, on how I went about the work.
What I do
- Planning backwards
The way I thought about it this year was thinking backwards. Start with the pieces of content we want to put out and the days they go out, then plan what we need to film. This year's plan has over 100 deliverables.
- Content for the rest of the year
If you think about it, this week and maybe a couple other camps is the only content we need for the rest of the year.
- Filming with a purpose
We're going to capture a lot, but we're filming things for a purpose. I give the filmers an eye for what to grab and what we're looking for within each piece of content.
- Using Claude
I took everything from last year's plan and put it into Claude so it understood exactly what we did. Then I took all the notes from our planning and meshed it together, and went back and forth until it was digestible for the team.
Where it stands
SET X 2026 is December 14 to 18 in Panama City Beach, Florida. We haven't run this plan yet, so I have no results to show. I'll put the work up here after camp.
My nightly edits, December 2025
I cut one every night of camp on my iPhone.
From SETGK's channels
The brand and the pros, on SETGK's Instagram and YouTube. Other filmers shot these.
More from that camp
The pros at SET X, on SETGK's YouTube.
