From Creative Dreams into a Thriving Video Marketing Powerhouse

When I started Foxforce in 2018, I had a simple goal: to create amazing videos.

That's it. There is no elaborate business plan or grand strategy for world domination—just a desire to make great videos. But not just any videos. I wanted to craft a video series, something I had learned in my previous job at a YouTube company. Creating a series builds a devoted, passionate fan base. So, I thought, why not bring this concept to others who need videos?

That's when I stumbled upon Matilda. Life has a way of connecting the dots in the most unexpected ways. Matilda is from a small town in Germany, just a stone's throw from my husband's hometown. She even takes her dog to my father-in-law, the best veterinarian in Dortmund, Germany. If you know him, give him a shout-out in the comments below!

But our paths continued in Germany. We met in Los Angeles. Matilda was a stunning musician with a heart of gold, and I was on a mission to start a movement—bringing creative women together to make cool videos. We weren't worried about perfection. It wasn't about how we looked or having the most polished content. It was about the art, the message, and the creative process. That's always been the mission at Foxforce: uniting female creatives to produce incredible projects.

Now, how can that mission be turned into a business?

I had no idea. That wasn't my focus when we started. But we were filming a live session at our house in the Hollywood Hills. It was an intimate gathering, maybe ten people, but the vibe was electric. We filmed, sang, and hung out—it was pure magic. The session reminded me of Sofar Sounds but with a twist—our twist. We were filming with an all-female crew. It was awesome.

Then, as fate would have it, Matilda was heading to Germany for the holidays, and so were we. She mentioned needing a music video for her new single, which was coming out. I jumped at the opportunity. We rented equipment in Germany; nothing fancy, we kept it simple. We planned to shoot under the lights in Amsterdam. It was a wild idea, totally out of the box, but we were all in.

Matilda arrived at our place that morning, and we dove into the creative process. We picked out costumes and discussed movements—it was all very flamenco-inspired. I wanted her to be expressive with her hands, channeling flamenco's profound, passionate energy. We also spent time, when we were in LA, on her artistic development. She was rebranding herself and wanted to make a bold statement with this new identity. How could we make it pop? That was always the question. She wanted an eerie pop sound—dark yet colorful.

I put together a lookbook, setting the mood and vibe.

We planned two interviews: one about her emergence as an artist and another about her new song. And, of course, we did a cover song. Cover songs are like our branded entertainment content—something people search for, a gateway for new audiences to discover you. Once they found her through the cover, they could dive deeper, watching her other videos about her journey as an artist and the inspiration behind her single.

Then came the big moment—the music video in Amsterdam.

We had a tight schedule, just five hours, but we made it work. The lights, the vibe, everything came together despite being very cold. We embraced the experimental, capturing every moment we could. When I sat down to edit, I didn't have a ton of footage, but what we had was pure magic. I blended scenes to create a vibe that pulled you into the song. The results? Incredible. Matilda ended up on Rolling Stone, collaborated with Happy Socks, and went on tour.

But the real magic came later. Matilda told me people were going to her website because of the videos. They loved them. It was a lightbulb moment for me. I want to create a video series that builds a fan base, drives conversions, and makes things happen for great brands. I knew nothing about online marketing back then, about calls to action or website traffic. But since then, I’ve learned it all.

From the start, Foxforce was about bringing female creatives together to make extraordinary videos and share them with the world. And that's precisely what we've been doing since 2018.

After that first video, we invested in our own branded entertainment marketing. Our first shoot was as good as possible, calling in every favor we could. A studio donated their time; I paid an influencer—Steph Barkley—with every penny of our budget. Friends chipped in, from Merrick to Becky to Janae. We made a fun, energetic rap video that was pure joy to create. It was all about using what we had and making the most of it. That's our creative talent—making magic with what's at hand.

Those early videos fueled our marketing.

We had Instagram content; people were tagging us and sharing our work—it was terrific. Then came the call from Olivia.

"Hey, you make videos? Make ours!"

I was thrilled, though I had no idea how to close a sale or ask about the goals for the video. All I knew was how to make a music video. But we figured it out. We worked with Olivia, who wanted to direct. It was fantastic, inspiring female creators to take the lead.

The video was a hit. We had costumes, hair, and makeup, an incredible location donated by the Boys and Girls Club, and a stellar crew.

Judith Hannah, a fantastic dancer, and Merrick's grandma, who flew in from Washington, helped. It was so unique that the video even made it into a dance magazine for breaking stereotypes. That wasn't planned—it was pure magic.

Fast forward a few years. I had some health issues that slowed us down, and we needed to figure out where the business was headed. But I knew there was something powerful about YouTube marketing. I'd made viral videos without trying, like a 25 million-view video I wasn't even obsessed with. It was about putting female creators together, creating something positive and inspiring, and loving the process. That's the energy I wanted to bring into a real business. How could I measure client results, streamline the process, and keep that passion and awesomeness?

That's where we are now, still driven by the same mission but with more experience, knowledge, and a clear vision for the future.

We want to be an online digital production company, helping women worldwide share their unique points of view with incredible brands. We've laid the groundwork and are expanding, growing, and loving every minute.

So, that's the story of Foxforce. Why we started, why we do what we do, and why we're still going strong. If you're looking for video marketing that's creative, cool, and anything but boring, we're your team. We support female creators, and we only work with the best— the best brands and the best companies. If you've got a great product or company and need video marketing to bring it to life, that's what we do at Foxforce. Check us out at foxforcemedia.com, connect with me on LinkedIn, and let's do something unique together.