When Things Get Going, They Really Get Going

Portfolio Insights (Dec 24 recap)

Hello, and welcome to *Portfolio Insights*—a space where creativity, strategy, and storytelling come together! I’m Andrew Villa, and I’ve created this blog as a behind-the-scenes look at the projects and creative work I’ve poured my passion into over the years.

Whether you're a fellow creative, a potential client, or just someone curious about the world of design and media arts, this blog is for you. Here, I’ll be diving into the thought processes, techniques, and challenges behind each portfolio piece, offering you an in-depth look at how ideas evolve from concept to finished product.

A Journey from a Landing Page to a Political Campaign

What started as a simple landing page project for Avalanche Campaigning quickly turned into something much bigger. Our commitment to strengthening their web presence proved our ability to execute at a high level. Seeing this, Avalanche Campaigning brought us in as a creative partner, allowing us to support clients on a larger scale.

One of the most notable projects that stemmed from this partnership was our involvement in the 2024 New York Senate Race for District 48. We became the creative department behind the social media efforts for Caleb Slater, a young African-American candidate with no prior political experience, limited funding, and nothing but his drive to knock on doors and connect with people directly.

Politics aside, our role wasn’t about party affiliation—it was about supporting an individual’s vision and commitment to his community. At only 27 years old, Caleb took on an uphill battle, proving that grassroots campaigning and direct engagement could have an impact. Though we weren’t able to remain part of the campaign through its entirety due to funding constraints, we played a crucial role in shaping his public perception and early campaign efforts. Despite limited resources, Caleb came within just a few points of securing a seat—an incredible achievement in its own right.

Sample mailer & Commercial concept, designed & directed by Achene Media Co.

Expanding Our Own Business Model

As our work with Avalanche Campaigning was seasonal, the partnership paused, and we saw an opportunity to take what we had learned and expand our own business model. We wanted to continue servicing our own clients while maintaining the flexibility of a subcontracting structure—allowing for broader scalability and access to top-tier creative solutions.

This led to a new collaboration with Prime Contrast Media, where we deployed a full-scale photo shoot and branding overhaul for Will Franklin. Working with a professional photographer, we created premium photo assets, which became the foundation for revitalizing his underutilized landing page. But we didn’t stop there. We took this opportunity to refine, repivot, and rebrand his entire identity, providing him with a structured branding guide that would give him long-term scalability options for future growth.

Through this process, we helped Will Franklin develop a stronger digital presence, ensuring that his brand could evolve in any direction that best suited his goals.

Site banner & iconographic logo designed by Achene Media Co.

Key Milestones & Accomplishments

✔️ Expanded from web development to full creative partnerships

✔️ Supported a young candidate in a competitive Senate race

✔️ Deployed a full-scale rebrand and photo shoot for Will Franklin

Creative Lessons Learned

1. Be Open to Opportunity

In the creative industry, many of us are trained to chase perfection. Institutional education often emphasizes technical mastery and critique, which can lead to an overly critical mindset—especially when it comes to assessing our own abilities. But creativity in business operates in a completely different world.

You don’t need the perfect setup or the most expensive equipment to start. Too often, artists talk themselves out of opportunities because they don’t feel "ready." The reality? You will never have the perfect conditions. If you have a modern smartphone, you already have the tools to create professional-level content. For most clients—especially those producing content for social media—high-end production isn’t even necessary.

The best way to get better is to say yes when someone believes in your abilities. Don’t let paralysis by analysis stop you from taking on projects that could push your skills forward. The only way to grow is to do—and if someone is willing to pay you for your craft, take the opportunity and figure out the details as you go.

2. Be Adaptable

Adaptability isn’t just about being flexible—it’s about turning problems into solutions. When our seasonal work with Avalanche Campaigning slowed down, we could have seen it as a loss. Instead, we realized the gap in our business model: we hadn’t built a system to support our own client retention and outreach.

Rather than waiting for work to come back around, we took inspiration from the grassroots campaign structure we had just worked on. If grassroots politics can mobilize thousands of people with limited resources, why couldn’t we apply the same concept to our business?

This experience taught us that every problem holds a potential product or service. The best solutions are born from necessity. By analyzing what wasn’t working, we built a more sustainable, scalable structure that allowed us to expand beyond project-based work.

3. You Never Know Who Someone Will Become

When I first met one of the founders of Avalanche, we were just two college acquaintances who connected through pure luck and circumstance. We had no major plans, no high ambitions—we were just enjoying life, figuring things out as we went. But over the years, that friendship evolved into a powerful business relationship.

We’ve seen each other struggle, grow, and build something real. We’ve gone from sleeping on floors to running scalable businesses. That journey taught me an invaluable lesson: never underestimate the people around you.

The connections you make today could shape your future. Every relationship—whether personal or professional—has the potential to open doors you never expected. Treat every connection with respect, curiosity, and an open mind because one day, they might become your greatest collaborator, mentor, or business partner.

Looking Ahead

December taught us valuable lessons about scalability, adaptability, and relationship-building. As we head into 2025, we’re focused on refining our business infrastructure, building stronger partnerships, and continuing to deliver high-quality creative solutions at scale.

We’ve proven that opportunity is everywhere—if you’re willing to take the leap.

Whether you’re interested in the technical details or the creative strategy behind each project, I hope you’ll find inspiration and valuable takeaways here. I’m excited to share the stories behind my work and connect with others in the creative community.

Thank you for stopping by *Portfolio Insights*—let’s explore the creative journey together!