Technology · Brand · Product Storytelling

Creative Producer for technology, brand, and product storytelling.

I help teams turn complex products, platforms, and missions into creative systems and story-led assets — launch videos, customer stories, product explainers, executive narratives, social-first campaigns, livestreams, and experiential content.

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Google Street View
Bluewolf / IBM
CSAA Insurance Group
Global Pride 2020

Selected clients & platforms

Google Street View Bluewolf / IBM CSAA Insurance Group Global Pride Salesforce ecosystem YouTube

Creative Producer Reel

Fast proof of range, rhythm, and production taste.

A quick look at my work across technology storytelling, documentary craft, branded content, live events, and social-first video.

Portfolio Ecosystem

Three connected portfolios for different audiences.

My work spans technology storytelling, documentary film, and creative direction. These sites separate the work clearly while keeping the larger practice connected. If you want to see conceptual work, go to www.jethroarts.com. If you want to see narrative storytelling, go to www.jethrofilm.com.

What I do

I translate complex systems into clear, human-centered stories.

My background spans technology marketing, documentary filmmaking, broadcast production, and large-scale live experiences. That means I can shape strategy with stakeholders, direct production on the ground, and turn technical or abstract material into content people understand, trust, and remember.

Launch videos Customer stories Product explainers Executive narratives Social-first campaigns Experiential content

Selected Work

Technology, brand, and product stories built for clarity, trust, and execution.

Google Street View Technical training / product education

Training film for Google Maps Street View operators.

Partnered with engineers, technical writers, and SMEs to translate Street View operator workflows into clear visual instruction for a technical audience.

20-minute training film
20% onboarding reduction
30% retention improvement

Brief

Create training content that makes complex capture workflows easy to follow in the field.

Approach

Produced, directed, shot, edited, and managed stakeholder reviews from pre-production through final delivery.

Result

Reduced onboarding time by 20% and improved operator retention by 30%.

Bluewolf / IBM Enterprise event / campaign production

Enterprise storytelling for Dreamforce at scale.

Built an event content system for an IBM-owned Salesforce consulting agency, balancing production logistics, vendor coordination, executive interviews, and post workflows.

25 videos delivered
3 crews / 3 days / 3 tracks
30% engagement lift

Brief

Capture and deliver high-impact event content across multiple Dreamforce video tracks.

Approach

Collaborated with marketing and product teams, managed production logistics, interview scheduling, three external crews, Ogilvy coordination, stakeholder reviews, and post-production.

Result

Delivered 25 videos, contributed to a 30% engagement lift, supported a $4M launch, and produced 30+ product walkthroughs and explainers for ongoing enterprise marketing needs.

CSAA Insurance Group × Lyft Launch film / brand partnership

Launch storytelling for a national partnership.

Led cross-brand production for a partnership launch, translating customer value, executive narrative, and stakeholder priorities into a clear campaign film.

4-city production
Dual-brand review cycle
20% conversion rate

Brief

Create a launch video for a customer-facing partnership distributed nationally to agents and customers.

Approach

Wrote the script with CSAA and Lyft SMEs, interviewed executives across multiple CSAA branches, managed production logistics across four cities, sourced video assets from both brands, and coordinated stakeholder reviews.

Result

Delivered final assets across multiple internal departments and supported a 20% conversion rate.

Global Pride 2020 Global livestream / distributed production

Global production coordination for a 28-hour livestream.

Managed a global team of producers and editors while supporting accessibility and localization needs for a worldwide digital audience.

28-hour livestream
Global producers + editors
57M viewers

Brief

Support a large-scale global livestream and digital event during the pandemic.

Approach

Managed a global team of producers and editors across time zones, coordinating content delivery, production workflows, and post-production needs. Also supported regional localization, including subtitling and region-specific ASL access.

Result

Reached 57M viewers across 163 countries.

How I Work

With product, marketing, and creative teams, I turn ambiguity into production clarity.

Clarify the message before production starts.

I align teams around audience, objective, story, and delivery needs so production is built on the right foundation.

Translate technical language into audience-facing story.

I work with SMEs, engineers, product teams, and marketers to turn complexity into content people can understand and trust.

Build workflows that move quickly without losing quality.

I manage timelines, vendors, crews, reviews, edits, and delivery systems so the creative process keeps moving.

Use AI tools selectively to accelerate iteration.

I use AI as a creative production accelerator for concepting, shot planning, motion tests, scripting, and post workflows.

Capabilities

How I support teams.

Creative Production

From brief to delivery, I lead the production process across stakeholders, vendors, crews, and post workflows.

Product & Technical Storytelling

I translate complex products, systems, and technical processes into clear, watchable content for real audiences.

Brand & Executive Narrative

I shape launch stories, customer narratives, leadership messages, and campaign films with clarity and emotion.

Live & Experiential Content

I produce content systems and coverage for events, installations, and large-scale experiences.

Why me

I bring producer discipline, documentary clarity, and creative direction in one package.

Complexity into clarity

I know how to turn technical, abstract, or stakeholder-heavy material into stories audiences can follow.

Strategy into production

I can move from brief to plan to shoot to edit to delivery without losing the intent of the idea.

Human-centered technology stories

My documentary background helps product and brand stories feel useful, emotional, and grounded in real people.

Documentary Depth

Documentary-trained storytelling for complex products, people, and systems.

My documentary background strengthens my work with technical and product teams because it trained me to listen deeply, structure complexity, and find the human stakes inside abstract systems.

Whether I’m producing a product explainer, customer story, executive narrative, launch film, or global livestream, I approach the work with the same discipline: understand the subject, clarify the audience, manage the production system, and build a story people can trust.

Customer stories Executive narratives Founder / product films Technical explainers Launch campaigns

AI-Enabled Creative Workflows

Human-led storytelling, accelerated by AI production tools.

I experiment with AI-enabled creative workflows to accelerate concepting, shot planning, editing, visual exploration, motion systems, and social-first asset development.

Recent tests using Claude, Remotion, Higgsfield, and Kling have helped reduce production and post-production time in controlled creative tests while preserving a cinematic, human-led point of view.

Claude Remotion Higgsfield Kling Prompt systems Rapid prototyping

Proof

Selected outcomes and experience.

50+

product walkthroughs and how-to videos produced for CSAA.

30+

product walkthroughs and technical videos produced for Bluewolf.

100+

technical training media pieces across complex systems storytelling contexts.

5M+

views generated across videos and campaigns.

About

Documentary rigor meets production systems thinking.

I’m a San Francisco-based creative producer and filmmaker with 15+ years of experience across broadcast, documentary, tech marketing, and mission-driven storytelling.

My edge is that I can work at both the narrative and systems level: I understand story, but I also know how to organize people, timelines, approvals, and production realities so good ideas actually get made.

That combination has let me support enterprise, brand, cultural, and community work while maintaining a human-centered point of view.

LinkedIn Email Creative Director Site Film Site

Contact

Need a producer who can make complex work clear?

Available for technology storytelling, launch videos, customer stories, product explainers, executive communications, and experiential content.

jethrocuenca@gmail.com Book a Call LinkedIn

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