Devon Werkheiser was the star of a hit TV show we worked on together called “Ned’s Declassified School Survival Guide” which aired on Nickelodeon from 2004-2006. A savvy entertainer, Devon steadily grew and maintained a connection with his fanbase over the years on social media. But like many child actors, he wanted to steer his fan base’s attention to his new work, in particular his music, which, like Devon, had now matured far past the image of him that remained in people’s heads.

Devon asked me to help. I first traveled with him to Mexico, where he was invited as a guest speaker and performer at a university in San Luis Potosí.

I went in part to translate for him, but also to film and guide the experience. His show is still syndicated in Latin American countries, and it was a massive opportunity to create media that would connect Devon with the wildly ignored Latine market, while simultaneously showing his social media following that he was more than just a dose of nostalgia. I wanted people to see that he was a serious artist, he was in demand, and he was accessible. In addition to his performance, I filmed Devon and I visiting iconic destinations in the city. I used this footage to create a music video for a song Devon and I wrote and recorded together. A joint release would showcase Devon’s musical range, while giving Spanish speaking fans a gateway to rediscover and communicate to Devon through me.

I then traveled with Devon to film him as he opened for grammy award winning artist Seal at a series of concerts in California. Devon’s management wanted a sizzle for his upcoming release “Phase”, but Seal’s team was weary of allowing any type of filming to occur. I decided to use my iPhone and a gimbal to capture big concert moments as discreetly as possible. Instead of seeing a mini-production on their touring set, Seal’s team saw a friend with a phone.

I used that footage to produce a teaser trailer for the new single “Phase”. I designed the cover art, created motion graphics showing fans how to find the song on Spotify, and produced social media ads for all platforms. This way Devon could announce the release of a new single while simultaneously showcasing how his performance style brought a powerful intimacy to large venues.

Because of pandemic restrictions a proper release show for “Phase” was no longer a possibility. So I produced a special in-studio livestream concert on Twitch, allowing Devon to give his super fans an unforgettable experience.

I also created lyric videos so that we could share the new music on the stream in a visual way. To create more excitement around the performance, I created branded title cards, transitions, stingers, and designed exclusive merchandise that Devon would sell only during the show.

Using a Shopify drop shipping pipeline I set up specifically for the event, Devon was able to sell more merch in that one livestream than he had at all previous live shows combined.

In addition, I photographed Devon throughout the year for his social media and personal headshots. Below is a gallery of some of my favorite shots.