Arms Studio, Inc.
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Whatnot
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Creative Direction, Design, Production & Photoshoot Direction

Credits:
*All work done as a full-time employee of Whatnot
Creative Direction by Mike McMullen
Produced by Mike McMullen 
Art Direction by Mike McMullen
Photography by Jeff Stockwell
Videography by Brandon Smith
Digital Tech & Lighting by Brandon Smith
Retouching by Art Johnson As Creative Director at Whatnot, I led the creative direction and production of photography and video across the brand, including nearly 36 weeks of original content for Whatnot Drops, a weekly sweepstakes-style event and one of the platform’s first major recurring programs.

For Drops, I created the brief, developed the visual language and creative direction, hired a small but mighty team of photographers and creatives, and directed production from concept through delivery. The result was a steady stream of high-performing content that generated millions of impressions while building a recognizable look and feel for Drops week after week.