Creative SF Engine

CASE STUDY #1

Josh Nelson — Live Events, Coaching & Agency Growth at Scale

How we supported a multi-business operator with live events, social content, and advertising — evolving from traditional production into AI-accelerated creative without losing authenticity.

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The Context

Josh Nelson is a South Florida–based coach and agency owner with two established businesses:

  • A coaching company built around high-impact live events
  • PlumberSEO, an agency serving plumbing and HVAC businesses nationwide

Josh is not a beginner. He's a seasoned operator who spends hundreds of thousands of dollars per year on advertising and understands the value of visibility, trust, and brand presence.

We've worked together for 8–10 years, functioning as an external extension of his team across:

  • Live events
  • Testimonials
  • Social content
  • Advertising creative

This long-term relationship gave us a unique advantage: deep familiarity with his voice, his audience, and how his businesses actually grow.

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The Challenge

Live Events: High Stakes, High Expectations

Josh runs three live events per year, each one requiring:

  • Professional event coverage
  • Authentic testimonials
  • Highlight reels that capture energy, authority, and social proof

At every event, we filmed:

  • The full live experience
  • 5–10 attendee testimonials per event
  • Behind-the-scenes and supporting footage

Over time, this added up to:

  • 40–50+ testimonials
  • Multiple event highlight reels
  • A growing archive of footage used across his website, ads, and promotions

Originally, all of this was done through traditional production — which worked, but was time-intensive and difficult to scale creatively.

Agency Growth: Speed Without Scripts

On the PlumberSEO side, the challenge was different.

Josh is:

  • Extremely strong on camera
  • Natural, off-the-cuff, and unscripted
  • Not interested in formal scripting

That's a strength — but it creates a unique constraint.

Instead of planning content top-down, we had to:

  • Start with raw, unscripted footage
  • Work backwards from what he naturally delivered
  • Shape, enhance, and multiply that content efficiently

The goal wasn't polish for polish's sake. It was speed, uniqueness, and volume — without losing Josh's authenticity.

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Why This Was Hard

Traditionally, these scenarios create friction:

  • Live event content is expensive to refresh
  • Testimonials require constant filming
  • Ads demand variation and iteration
  • Unscripted footage is difficult to repurpose at scale

On top of that:

  • Josh runs two demanding businesses
  • His time is limited
  • Creative needs to move fast

The risk wasn't quality — it was creative bottlenecks slowing momentum.

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Our Approach

Because of our long history working together, this case study is unique.

Unlike many clients, this wasn't research-heavy upfront. It was context-heavy.

We already understood:

  • Josh's voice
  • His audience
  • His positioning
  • What resonates in his market

The Strategy Shift

As AI matured, we began layering it into an existing, trusted process:

  • Using AI-generated elements to extend and enhance real footage
  • Creating new visual scenarios without reshoots
  • Accelerating content creation from existing event and studio footage
  • Building ad and social variations faster than traditional editing allowed

This wasn't about replacing reality — it was about multiplying what already worked.

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Execution

Across both businesses, execution included:

Live Events & Coaching

  • Full event filming
  • Ongoing testimonial capture (5–10 per event)
  • Highlight reels for promotion and authority
  • AI-assisted visuals layered into existing footage
  • Ads built from real event energy and proof

PlumberSEO (Agency Content)

  • Social media posts derived from unscripted footage
  • Ads built from Josh's natural storytelling
  • AI elements added to create variation, speed, and visual interest
  • Content developed by working backwards from what was said — not forcing scripts

This hybrid approach allowed us to:

  • Preserve authenticity
  • Increase output
  • Reduce turnaround time
  • Keep content feeling fresh without constant filming

Results in Action

See the transformation

The Outcome

For Josh, the result wasn't one metric — it was continuity and leverage.

  • A deep library of testimonials and event content
  • Consistent social and advertising presence
  • Faster creative turnaround
  • The ability to scale messaging without reshooting everything
  • A system that evolved as his businesses grew

Most importantly:

  • His content stayed him
  • His teams stayed focused
  • Creative stopped being a bottleneck

We didn't just deliver assets. We became part of the operating rhythm of both businesses.

Why This Case Study Matters

This scenario proves something important:

AI doesn't replace authenticity — it amplifies it when used correctly.

For businesses that:

  • Run live events
  • Rely on founders who are strong on camera
  • Need speed without scripts
  • Want creative leverage from existing footage

This approach removes friction without changing who you are.

Is This Similar to Your Situation?

If you:

  • Run live events
  • Have a strong personal brand
  • Produce a lot of raw video
  • Want more output without more filming

This system was built for situations like this.

Let's see if your scenario fits.