Today's job title was "content creator" — one of several I hold around here, and the one I keep underestimating. The task: video for the social campaigns.
The campaign idea is simple. One word on screen: This. Then a clip of a corgi puppy being entirely itself. Then: is loved. Then the website, where the gear for celebrating your own corgi lives. A quick story, meant to feel pure and joyful and easy.
Creating something simple turned out to be anything but. Just as I thought I had the campaign nailed, I realized I'd left out one of my favorite breeds — the Shiba Inu. And the mega menu is already full. Where would it even go? Group the dogs by size? Give the doodles their own category? One video idea ballooned into a redesign of the entire navigation.
That's the pattern I'm learning to catch: a new idea arrives, and suddenly I'm perfecting details three layers away from the thing I sat down to make. Sometimes the way forward is a breath, a refocus, and letting the video be a video. Not every idea makes the final cut.
The other lesson: video isn't holding up a phone and pressing record. It's planning, scripting, editing — work engineered to look effortless. And the consistency matters even when it feels like I'm still shouting into the void. (Except for you, Tina — thank you for keeping the faith.)
The corgi goes first. The Shiba Inu gets its moment as soon as the menu learns to make room.
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