MEDIA PRODUCTION
Maria Santizo Micheo
The Challenge
As Maria advanced her boxing career in the United States, her social media needed to reflect a new phase of growth. Much of her audience was rooted in Guatemala and primarily Spanish-speaking, while her move to the U.S. required stronger resonance with an American audience and clearer communication around why she had relocated. The challenge was to create content that could support that transition without alienating the loyal audience that had followed her from the beginning.
Because English is Maria’s second language, the strongest and most authentic storytelling came through in Spanish. The interview process shifted to a Spanish-first approach, supported by two native Spanish speakers who helped translate interview questions and shape the dialogue to preserve emotional depth and narrative clarity. In post-production, additional coordination was required to manually sync separately captured audio and translate Spanish dialogue into English closed captions, ensuring the final videos remained accessible and compelling for both English- and Spanish-speaking audiences.
The production was also executed under a compressed timeline, with only one day to film ahead of a major U.S. fight. Working with a local gym that supported Maria’s training, the shoot was designed to maximize visual variety across both videos through varied B-roll setups, outfit changes, and backdrop shifts. At the same time, the footage had to avoid revealing sparring in ways that could expose her fight style to competitors. Tight framing, dynamic punch-ins, and slow-motion sequences were used to capture intensity while protecting strategic details.
INDUSTRY: ATHLETE/BOXINGAthlete Brand Documentary Series
Professional boxer Maria Micheo sought to better leverage her 100K+ social media audience through content that could do more than promote individual fights. Because each bout brought an influx of new followers, the goal was to create two pinned videos that could quickly introduce who she is, what drives her, and what “La Imparable” represents. Developed for Instagram and digital platforms, this two-part mini documentary series moved Maria beyond traditional sports promo by translating her personal brand into emotionally resonant, story-driven content designed to refine her digital presence and signal to potential partners that she was a polished, sponsor-ready athlete.
Creative Approach
The series was structured as a two-part narrative designed to build a more layered brand story than standard fight promo. The first video traced Maria’s journey from martial arts to boxing and the ambition that brought her from Guatemala to the United States in pursuit of greater opportunity. The second spotlighted Marisol Rhoesa - Maria’s wife, coach, and creative partner - as a central force behind La Imparable, bringing visibility to the support system behind her career and reinforcing the authenticity of the brand.
Outcome
The result was a social-first documentary series that transformed athletic performance into a stronger, more emotionally resonant brand narrative. The videos were strategically staggered in the days leading up to a major U.S. fight, timed to launch ahead of promotional coverage from DAZN, the global boxing streaming platform. As DAZN released fight-related content and Maria’s profile received an influx of new followers, the series served as a polished digital introduction to her story and brand.
That timing became a key growth lever. DAZN reposted the Instagram Reels, extending their reach beyond Maria’s existing audience and helping introduce her to a broader base of boxing fans already engaging with fight-week coverage. By aligning the rollout with the larger promotional cycle around the fight, the campaign helped Maria tap into new audiences, build momentum ahead of the match, and establish a stronger, more sponsor-ready digital presence at a critical moment in her career.
The Branded Chef
The Branded Chef needed evergreen video content that could better introduce its catering services to new audiences online. While the brand had built momentum through word-of-mouth referrals, there was clear untapped potential in using social media more strategically to expand reach, generate leads, and support paid promotion. This content series was created to deliver polished, visually elevated videos that could function as pinned social content, strengthen first impressions, and serve as conversion-oriented creative for paid ads and ongoing marketing.
The Challenge
For a catering brand, much of the value lives in the experience itself - not just the finished dishes, but the atmosphere, presentation, and level of hospitality surrounding the event. The challenge was to capture that experience in a way that felt polished, aspirational, and broadly reusable, without becoming tied too closely to a single event.
Because the goal was to create evergreen promotional assets, the content needed to showcase a range of menu offerings and visual moments that could remain relevant over time. Rather than producing a traditional event recap, the strategy focused on capturing versatile B-roll across multiple catering activations - emphasizing dish variety, plating details, service moments, and ambiance - to build a stronger visual library for both organic discovery and performance-driven marketing.
INDUSTRY: HOSPITALITYCreative Approach
The content strategy centered on capturing curated B-roll during multiple live catering events to build a set of flexible, social-first video assets that could be repurposed across channels. Special attention was given to showcasing a variety of dishes available through The Branded Chef’s catering services, allowing the finished edits to communicate both the breadth of the menu and the elevated quality of the presentation.
Rather than focusing on a single event story, the videos were designed to function as a polished introduction to the brand for new audiences - emphasizing abundance, refinement, and hospitality in a format optimized for pinned posts and paid social creative.
Outcome
The final videos gave The Branded Chef a stronger set of evergreen marketing assets designed to support growth beyond referral-based business. Positioned as pinned social content, the videos created a more compelling digital first impression for new visitors while also providing versatile creative that could be used to test and scale paid advertising.
By translating live catering moments into elevated, conversion-ready content, the project helped package The Branded Chef’s services in a way that felt more intentional, premium, and aligned with a more scalable lead generation strategy.