Creative Strategy
Original IP Development
Content Direction
Video Production
At TETR, a business school where students build companies in different countries each semester, I’ve led the charge on creative strategy and video content—transforming the brand from an education platform into a dynamic, storytelling-driven experience. I created and directed original IPs like The Playbook, Built at TETR, Off the Record, and the TETR Journal—each designed to capture student journeys, founder mindsets, and startup learnings in fresh, engaging ways. I also led event coverage films, YouTube strategy, and built scalable workflows with internal and external production teams.
How do you make a school that teaches entrepreneurship in 4 countries feel like a cultural movement—not just a curriculum? TETR needed to build trust, visibility, and emotion through content that didn’t just explain the program but made people feel what it’s like to live it.
Developed and directed The Playbook, TETR’s flagship interview-meets-sport IP featuring founders like Manoj Kohli, Shashank ND, and Taran Chhabra Built Built at TETR and Off the Record—short-form formats spotlighting student businesses and raw behind-the-scenes moments Led coverage of major TETR events, from Dubai demo days to India showcases Created docu-style brand films that follow students across cities, cultures, and challenges Managed a lean production pipeline: from scripting and direction to post-production oversight and social distribution
Launched 5+ original video IPs from scratch Grew TETR’s YouTube & Instagram as key discovery platforms Featured dozens of student ventures and founder guests across formats Built a media-first brand identity—positioning TETR as more than a school: a movement for global entrepreneurs Established end-to-end content systems to scale video production across countries and terms
