Branding Campaigns

KOB 4’s Vote for New Mexico was a statewide election-year initiative designed to move beyond standard campaign coverage by focusing on the issues affecting New Mexicans and bringing voters directly into the political conversation.

I wrote, produced, and edited this piece for KOB 4, building the story around the campaign’s three-part approach: solution-focused reporting on public safety, education, and the economy; regional town halls representing communities across the state; and a gubernatorial debate driven by questions from New Mexico voters.

The piece was designed to show how a local newsroom could use journalism as a form of public service—investigating problems, looking for solutions beyond New Mexico, giving rural and urban communities a voice, and then holding elected leaders accountable after the election through continued legislative coverage.

KOB 4 Investigates is the station’s investigative journalism brand, focused on uncovering problems, pressing public officials for answers, and examining issues involving government, spending, accountability, and public safety.

I shot, produced, and edited this piece as part of a larger KOB 4 branding campaign designed to define and strengthen the station’s investigative identity. The spot builds a fast, high-pressure montage around the confrontational moments that distinguish investigative reporting: exposing unsafe conditions, questioning public spending, challenging boards and officials, and bringing hidden information into public view.

The edit was designed to make "KOB 4 Investigates" feel immediate, aggressive, and recognizable as a brand. Sharp pacing, direct questions, and high-stakes moments reinforce the station’s role as a watchdog and position investigative journalism as a core part of KOB 4’s identity.

KOB 4 Nightbeat is the station’s late-night newscast, built around giving viewers deeper, more comprehensive coverage of the issues affecting New Mexico.

I shot, produced, and edited this piece as part of a larger KOB 4 branding campaign designed to define the identity of "Nightbeat" and distinguish it from a standard newscast. The spot centers on the promise that viewers will get the full story, with more time, more context, more questions, and a broader look at complex issues.

The edit was designed to make "Nightbeat" feel thoughtful, thorough, and authoritative while reinforcing the idea that KOB 4 is willing to devote the time and resources necessary to give viewers a more complete understanding of what is happening across the state.

KOB 4’s morning show is built around helping viewers start the day informed, prepared, and in a better frame of mind, combining news, weather, traffic, and personality with a strong sense of connection to the local community.

I shot, produced, and edited this piece as part of a larger KOB 4 branding campaign designed to define the personality of the morning show. The spot focuses on the team’s recurring message to "make it a great day," turning that phrase into a simple expression of the show’s upbeat, practical, and community-focused identity.

The edit was designed to feel energetic, positive, and conversational while reinforcing the idea that the morning team is not just helping viewers get out the door, but encouraging them to carry that attitude into the rest of their day.

The "KOB 4 Morning Shift Salute" was a community-focused morning promotion celebrating New Mexicans who start work early and keep the state moving.

I shot, produced, and edited this piece as part of KOB 4’s morning branding and community engagement efforts, with longtime KOB 4 personality Steve Stucker taking center stage as the superhero "Burrito Man." Stucker spent 33 years as KOB 4’s morning weather forecaster and became one of the most recognizable personalities in New Mexico broadcasting, known not only for weather but for his humor, Balloon Fiesta appearances, community involvement, animal advocacy, and charitable work. He was also inducted into the Rocky Mountain Emmy Silver Circle for more than 25 years of contributions to the industry and community.

The piece leans heavily into that larger-than-life personality, giving Stucker a full comic-book superhero treatment with animated characters, exaggerated hero moments, bold graphics, and stylized transitions. The concept turns a breakfast burrito giveaway into a miniature superhero adventure, with "Burrito Man" and the morning team swooping in to reward hardworking New Mexicans with Blake’s breakfast burritos. The intentionally over-the-top style let us have fun with a personality viewers already knew extremely well while still delivering a clear promotional call to action.

"Heart of New Mexico" is a KOB 4 storytelling brand focused on the people, places, traditions, and unexpected stories that make New Mexico distinctive.

I shot, produced, and edited this promotional piece for KOB 4, featuring Ryan Laughlin, one of the station’s strongest storytellers and a natural fit for a series built around character, place, and human connection. The spot was designed to direct viewers to KOB’s broader collection of feature stories while reinforcing the station’s connection to communities across New Mexico.

The edit was intentionally warm, inviting, and personality-driven, using Ryan’s storytelling presence to help define the identity of "Heart of New Mexico." The result positions the series as a place for memorable, human-centered stories that celebrate the culture, character, and people of the state.

"KOB 4 Nightbeat" is the station’s late-night news brand, built around hard-hitting reporting, deep context, and a promise to give viewers the whole story.

I shot, produced, and edited this promotional piece as part of KOB 4’s larger branding campaign for "Nightbeat." The spot features veteran anchor Tessa Mentus, amazing storyteller Ryan Laughlin, and investigative reporters Chris Ramirez and Nathan O’Neal, presenting them as a formidable reporting team built around experience, credibility, urgency, and accountability.

The edit was intentionally fast-paced, cinematic, and epic, using aggressive pacing, dramatic builds, sharp visual transitions, and high-impact sound design to make the newscast feel immediate and consequential. The goal was to give "Nightbeat" the scale and intensity of a major network news brand while keeping the focus firmly on New Mexico. The closing line, "Nightbeat Stands 4 New Mexico," lands as both a campaign statement and a promise about the kind of journalism the team delivers.

"KOB 4 Investigates" is the station’s investigative journalism brand, focused on digging into complex issues, uncovering facts, and pushing beyond identifying problems to look for real solutions.

I shot, produced, and edited this promotional piece as part of KOB 4’s larger branding campaign for "4 Investigates," featuring investigative journalist Matt Grubs. The spot centers on Matt’s methodical approach to reporting: research, fact-finding, data analysis, context, and looking beyond New Mexico for ideas that could help solve problems here at home.

The edit was designed to feel smart, purposeful, and investigative while keeping Matt’s personality and philosophy at the center of the piece. Rather than presenting investigative journalism purely as confrontation, the spot positions "4 Investigates" as solutions-driven reporting built around doing the homework, understanding the bigger picture, and using journalism to help make New Mexico better.

"KOB 4 Mornings" is the station’s morning news brand, built to help New Mexicans start the day informed, prepared, and in a good mood.

I shot, produced, and edited this promotional piece as part of KOB 4’s larger morning branding campaign, featuring Danielle, Colton, Steve, and Joy. The spot focuses on the chemistry and personality of the morning team, mixing useful information with friendly faces, weather, conversation, and stories viewers can look forward to.

The edit was intentionally fun, bright, upbeat, and energetic, using quick pacing and a playful tone to capture the feeling of starting a new day. Rather than making morning news feel heavy, the piece positions "KOB 4 Mornings" as an inviting way to wake up, get caught up, and head into the day with some positive energy.

KOB 4 is New Mexico’s first television station, with a broadcasting history that stretches back generations and helped establish television news in the state. That legacy has made KOB more than a local station—it is an institution with decades of shared history, familiar personalities, and deep ties to communities across New Mexico. KOB itself describes the station as New Mexico’s first TV station.

I shot, produced, and edited this branding piece for KOB 4, using archival footage and voices from different eras to connect the station’s history with the journalists carrying that legacy forward today. The piece moves from vintage station IDs and "Eyewitness News 4" through generations of reporting, personalities, and community coverage, showing how the look of television has changed while the station’s connection to New Mexico has remained constant.

The edit was designed to feel legendary and timeless—less like a conventional news promo and more like a celebration of an institution. By blending historic imagery with contemporary reporting and the modern "Stand 4 New Mexico" identity, the piece presents KOB 4’s history as something still alive: generations of broadcasters who have witnessed New Mexico’s biggest moments, lived in the communities they cover, and passed that responsibility forward.