Tell us about your Telly Award winning piece. What’s the story behind it?

Navigant Credit Union tasked the great folks at Nail Communications with creating a spot that showcases its banking solutions for teens who are just starting to learn how to manage money. Nail crafted a powerful concept called Embark which follows a teen who wants a drum set, but her dad tells her she has to pay for it. The spot tracks her journey of self-determination throughout the process of working, saving, and using Navigant’s banking tools. What I loved about this spot is that it’s not just about buying drums—it’s about a teen discovering her own drive and identity. We got to show that growth with a mix of grit and fun through visual and musical repetition. I think that’s what makes it so relatable and memorable.

What are you most proud of about this piece? What was your biggest challenge during production and how did you solve it?

I’m most proud of how all the elements of storytelling came together. We wanted the piece to feel grounded, yet still cinematic, and to capture the teen’s struggle with elegance and emotion, and I think we achieved that. Our biggest challenge was focusing the story down to its core. Early drafts had scenes at home and elsewhere, but with the time we had, we needed to streamline. By focusing on her home life as the anchor, we could still reflect the pressures of work and school while staying intimate with her journey. It worked better logistically, but also deepened the story. The repetition added another layer of challenge, since we had to reuse spaces creatively to keep things fresh, but that discipline actually made the final piece stronger.

Do you have any advice to other filmmakers based on your career or your team’s approach to work?

Never give up, and trust your process. This business can be challenging. Like our teen in the Embark spot, you will face obstacles, and you may doubt yourself. The key is to be honest with yourself: do you truly love it, and do you have what it takes? If the answer is yes, then keep moving toward your goal step by step. Over the years, I’ve been lucky enough to work with some incredible filmmakers and actors, and what I’ve learned is that process is everything. For me, directing is about building the right team and creating an environment where everyone can do their best work. That means understanding how they like to work while finding ways to blend their process with my own. When each person feels empowered to raise the bar, that’s when the real magic happens.

Can you share a behind the scenes story or fun fact about the making of your piece?

Casting is always a big part of any production. We wanted a teen with real authenticity—someone who had that mixed edge and relatability, with just a touch of teen angst. After an extensive search, we found Anneleise, a fantastic actress who captured all of that so naturally. When we cast her, we were surprised to find out that this was her very first spot. A family member convinced her to give acting a try, and she nailed it effortlessly, genuine, and exactly what the story needed.

Tell us about the most memorable response you got from this work.

I really enjoyed the premise of this spot and a feeling that it was going to turn out nicely, but it wasn’t until my producer—who is seasoned and not easily won over—paused, turned to me, and commented on how much she genuinely loved it that I realized it was going to be good.

Complete this sentence: ‘Great video storytelling is…’

… simple but emotionally affecting.

Tell us a bit about your organization and what your specialty is in the film and video space.

Sweet Rickey is a renowned, female-owned full-service production company that puts artistry first. We work with a diverse network of directors who are true artists, combining innovative cinematography with a mastery of intuition and emotion. Our directors are strongly supported by our seasoned production teams. Together, we craft effective advertising campaigns and dynamic content that elevate brands and spark conversations because the passion we pour into our work shines through. We thrive on dynamic storytelling across all platforms.

What is your organization’s ethos and how does it set you apart from industry competitors?

Sweet Rickey is all about bringing joy back into the art of production and filmmaking. We care deeply – about the work and about those we get to collaborate with. What is important to us and, we feel, is also what sets us apart, is our uncompromising dedication to raising the bar creatively, while providing exceptional client service.

How can people join or learn more about what you do?

We invite people to connect with us on Instagram, LinkedIn, and our website.