P&G / MLS

Client: Procter & Gamble
Partnership: MLS “Unleash Your Inner Superfan”
Brands: Bounty, Dawn, Tide, Charmin, Gillette, Secret, Crest
Role: Post-Production Lead, Video Editor, Multi-Platform Content Producer
Deliverables: 10+ videos across 8 brands, 20+ format variations

The Brief

P&G’s multi-year MLS partnership needed authentic social content connecting
household brands to soccer culture, including Spanish-speaking audiences. The
challenge: create content that felt like genuine superfan conversation rather
than traditional product advertising.

The Concept

We developed a series featuring soccer personalities Ari and Leonardo in natural
dialogue about various P&G products, weaving benefits into relatable moments
rather than scripted pitches.

My Role – Post-Production Lead & Video Editor

While our production vendor filmed the talent, I led complete post-production,
transforming raw footage into brand-specific videos for multi-platform deployment.

Video Editing & Story Crafting:

The core challenge: One shoot needed to become 10-12 distinct brand stories.

Reviewed hours of raw footage identifying strongest moments of scripted dialogue, demonstrating the tongue-in-cheek interactions between Ari and Leonardo

Edited separate videos for each P&G brand, each highlighting distinct product
benefits through engaging player interaction

Curated dialogue for maximum impact: finding genuine product mentions and
spontaneous reactions vs. entirely scripted advertising

Crafted narrative arc: conversational setup → product integration →
benefit/payoff

Determined optimal video length per platform (15-30 second spots, 60-second
extended stories)

This required editorial judgment beyond technical editing:

Which moments authentically communicated product benefits?

How do we maintain conversational tone while ensuring clear messaging?

How does each video work standalone while connecting to the larger campaign?

Multi-Platform Optimization:

Each brand video required platform-specific versions:

9:16 Vertical (Stories/Reels/TikTok): Fast cuts, dynamic text overlays,
trend-aware pacing for mobile-first viewing

1:1 Square (Instagram/Facebook Feed): Balanced composition, strong opening
frames for autoplay, caption-friendly for sound-off browsing

16:9 Horizontal (YouTube): Cleaner pacing, pre-roll optimization, extended
storytelling room

My editing choices adapted to each platform’s behavior—quick, kinetic energy
for TikTok vs. breathing room for YouTube storytelling.

Technical Execution:

Color grading establishing consistent look while maintaining authentic feel

Audio mixing balancing dialogue, music, and product messaging

Motion graphics for product callouts, MLS marks, and brand guidelines

Spanish-language content with cultural authenticity

Organized delivery packages per brand for efficient deployment

Production Strategy:

Total deliverables from one shoot:

10+ videos brand-specific master edits

20+ format variations (3-4 formats × 8 brands x Spanish versions)

Enabled simultaneous activation across entire P&G portfolio

Worked cross-functionally with content strategists, media buyers, and brand
managers to align videos with messaging priorities and deployment strategy.

Results & Impact

The campaign successfully translated P&G’s MLS sponsorship into authentic
social content resonating with soccer fans. The post-production approach
demonstrated how strategic editing multiplies production investment:

One multi-day shoot → 8 brand stories → 20+ deployable assets

Maximized production ROI through smart dialogue curation and multi-format
optimization

Platform-optimized content performing on each channel’s terms

Repeatable framework for future sports partnership activations

This project proved that effective post-production isn’t just technical
execution; it’s strategic storytelling that turns raw footage into platform-
specific, brand-appropriate content driving engagement and business results.