Overview: At REP Digital, I led video strategy and creative for Coldwell Banker’s global rebrand launch—transforming a new identity into a scalable system for growth. The Challenge: Activate a global brand transformation across tens of thousands of independently operating brokerages and agents—and make it usable at the local level.

Opportunity: Empower brokers and agents with ready-to-use, customizable marketing assets + create an emotional connection with the brand across B2B and B2C audiences. Drive:

• Recruiting + retention (B2B)

• Listings + sales (B2C)

• Brand awareness + trust globally

The Idea: Show why to affiliate with and list properties with Coldwell Banker by building a modular video ecosystem centered on: “Evidence of an Advantage”

Then scale it through a system of customizable video assets that agents could localize for their own businesses.

My Role:

• Conceived campaign platform and core storytelling approach

• Defined visual language, tone, and scalable content system

• Led creative direction across concept → production → post

• Oversaw live-action production guiding visual language, performance + tone

• Led cross-functional teams (strategy, creative, production, post)

• Built templated frameworks enabling global-to-local customization

• Partnered across agency and brand teams to deliver consistent, high-performing work

Execution: The videos were built so that specific statistics, claims, end cards, and eventually video could be customized and updated centrally on CB’s DAM platform BrandSrv for national brand distribution and local market use.

Scalable Video Identity System

• Global launch film + flagship brand films

• Customizable social + pre-roll campaigns

• Video identity toolkit for local adaptation

Modular Content Framework

• Templates for messaging, stats, end cards, and localization

• Built for distribution via Coldwell Banker’s DAM platform (BrandSrv)

• Enabled one system → thousands of localized executions

Impact:

• +26% annual sales volume (2021)

• +250% increase in social mentions

• +60% increase in positive consumer perception

• Built a repeatable global marketing system for ongoing B2B + B2C growth