Role: Conception to Creation, Creative Direction, Copy Editing, Content Curation, Design
Challenge:
In 2022, “Found Content” was an emerging but undefined concept in the creative industry. While brands, agencies, and filmmakers were increasingly using UGC, archival footage, and social media assets, there was no clear framework for sourcing, licensing, or integrating it legally and creatively.
Catch+Release wanted to define and establish “Found Content” as a new category—one that positioned their platform at the center of this shift.
The goal: Create an industry playbook that would educate, inspire, and drive adoption.
Solution:
As Project Lead & Creative Director, I developed the Storyteller’s Guide to Found Content, an interactive, multi-channel educational tool that:
Defined & Codified a New Industry Concept → Established a clear framework for sourcing, licensing, and storytelling with Found Content, making it more accessible to creative teams.
Bridged Education & Platform Adoption → Integrated Catch+Release’s tools seamlessly into the guide, allowing users to immediately apply what they learned.
Designed an Editorial-Style Playbook → Created a visually engaging digital & print resource, blending strategic insights, case studies, and tactical guidance.
Launched as a Multi-Channel Campaign → Extended impact beyond the guide itself, leveraging social media, email marketing, and live events to reinforce key messages.
Multichannel campaign across social, paid, ABM, and email.
"Lisa's creative leadership was not only pivotal to our internal teams, but also was the genesis of important thought leadership work like the Storyteller’s Guide and the Art of Curation Masterclass. Lisa has an incredible unique ability to push for creative greatness, while ensuring that creativity is not only achieved but also operationalized effectively (a unique combination!)"
Results and Impact:
The Storyteller’s Guide to Found Content became a cornerstone brand asset, achieving:
Increased industry recognition—elevated Catch+Release as the leader in Found Content.
Widespread adoption of the framework—creative teams, brands, and agencies integrated the guide’s principles into their workflow.
A lasting strategic resource—this playbook became the foundation for ongoing educational initiatives and thought leadership.
Positioned Found Content as an essential creative tool, shifting industry perception and removing barriers to adoption.