[ CASE STUDY - UNITED ASSEMBLY - REELS - MOTION STRATEGY ]

MAKE THE WORK.
MOVE.

MAKE THE WORK.
MOVE.

MAKE THE WORK.
MOVE.

SCROLL STOPPING WORK.

BRAND POSITIONING

BRAND POSITIONING

LAUNCH STRATEGY

LAUNCH STRATEGY

EDITORIAL DIRECTION

EDITORIAL DIRECTION

SEO

SEO

CHANNEL STRATEGY

CHANNEL STRATEGY

STRATEGY

STRATEGY

REPORTING

REPORTING

THE BRIEF

UNITED ASSEMBLY

UNITED ASSEMBLY

UNITED ASSEMBLY

person using laptop computer

The roster already had scroll-stopping work. GRC gave it motion, pacing and a repeatable format built for how people actually discover creative talent now.


THE CHALLENGE

A static-first feed could show craft, but it was leaving reach and discovery on the table. United Assembly needed to enter Reels without chasing trends, flattening the photographers’ work or adding an unsustainable production burden.


THE MOVE

GRC introduced a practical Reels system built from existing campaign assets, edits, behind-the-scenes moments and artist narratives. Templates established a recognizable pace and visual language; hooks and captions supplied context; and the monthly workflow made motion a planned content type rather than a last-minute request.


THE RESULT


Reel views increased 4.3×. A launch teaser reached 2,234 accounts, while an artist introduction for Chloe Lukas reached 1,659 accounts and generated 260 likes, 76 comments and 10 direct follows — showing that motion could create both discovery and meaningful roster interest.

The roster already had scroll-stopping work. GRC gave it motion, pacing and a repeatable format built for how people actually discover creative talent now.


THE CHALLENGE

A static-first feed could show craft, but it was leaving reach and discovery on the table. United Assembly needed to enter Reels without chasing trends, flattening the photographers’ work or adding an unsustainable production burden.


THE MOVE

GRC introduced a practical Reels system built from existing campaign assets, edits, behind-the-scenes moments and artist narratives. Templates established a recognizable pace and visual language; hooks and captions supplied context; and the monthly workflow made motion a planned content type rather than a last-minute request.


THE RESULT


Reel views increased 4.3×. A launch teaser reached 2,234 accounts, while an artist introduction for Chloe Lukas reached 1,659 accounts and generated 260 likes, 76 comments and 10 direct follows — showing that motion could create both discovery and meaningful roster interest.

500px Commercial Grants funded photographers to develop themed commercial series that improved representation across the platform’s licensed collection.


THE CHALLENGE

Creators wanted income and creative agency, while the licensing collection needed commercially relevant work aligned to clear demand gaps. The program had to fund original work without turning creators into order takers.


THE MOVE

We shaped themes including Intersectional Diversity, Life Online, and Breaking the Mold; helped select recipients; guided funded series from concept to Commercial Collection; and built distribution across 500px and Getty Images.


THE RESULT


Commercial Grants became one of 500px’s most visible representation initiatives. Across 5 cycles, the program funded 25 photographers and generated more than $100K USD in sales.

4.3X

4.3X

REEL
VIEWS

+2K

TEASER

REACH

10

DIRECT
FOLLOWS

260

260

LIKES


76

76

COMMENTS

[ THE WORKFLOW ]

Built repeatable edits from campaign assets instead of requiring constant new production.

Used strong opening frames and clear artist attribution to make each Reel work with or without sound.

Balanced portfolio polish with process, personality and cultural context.

Reviewed reach, watch behaviour and engagement to decide what deserved another iteration.

[ WHY IT MATTERED]

The goal was not ‘do video because the algorithm says so.’ It was to create a motion language that protected the work, made artists more discoverable and fit the team’s actual capacity.