Video

Developer video people actually watch.Weird on purpose. Attributed on purpose.

I’m a filmmaker by training and an engineer by trade. I’ve shipped 500+ product videos, tutorials and launch assets, grown YouTube programs for DocuSign, ngrok, HAProxy and Appsmith, and founded DevReel, a technical video production house for developer tools.

Hire DevReel See the weird stuff

Illustration of Kevin Blanco filming with a camera

500+product videos, tutorials and launch assets shipped

1M+views from same-day AI launch breakdowns

9,000+first-week views for Cloudinary, against a ~400 average

Weird on purpose.Because nobody reads the whitepaper.

Most companies try to enable sales and marketing with dense whitepapers and boring mission statements that nobody reads. I take a different approach.

Exhibit 01
SSO, as a power metal music video
The brief: Drive enterprise pipeline for Azure SSO authentication, a traditionally dry topic.
What was expected
A dense whitepaper on SSO configuration
What I shipped
A power metal music video about it, which I wrote, performed and recorded.
Exhibit 02
A launch with a cast of me
The brief: Announce Appsmith Workflows.
What was expected
The standard launch webinar
What I shipped
A series with multiple characters, every one of them played by me, Eddie Murphy-style.
Exhibit 03
A launch event, as a short film
The brief: Open Appsmith’s major launch event.
What was expected
A sizzle reel and a slide
What I shipped
A cinematic short film, which I directed.
Exhibit 04
AI and development, via a hot wing challenge
The brief: Talk about AI and development, and get developers to actually watch.
What was expected
Another AI explainer
What I shipped
A spicy wing challenge, and a tongue burned on camera.

I do unconventional things because they cut through the noise.

But being weird only matters if it closes deals and can be attributed.

So before a shoot, I agree on the number the video has to move: signups, activation, watch time or pipeline. Then it’s tracked per platform and reported monthly. At Appsmith I also worked enterprise deals as a pre-sales engineer, so I could see exactly where the attention turned into revenue.

Why I stopped being normal

Illustrative: attention only counts once it’s tracked to a deal.

The whole academy.The curriculum, and every video in it.

At Asana I took on the entire technical partner enablement program. I didn’t stop at the strategy and the curriculum: I produced every course video too, from the script to the shoot to the edit.

Role-based paths101 courses201 coursesCertificationsUsuallyEnablementEnablement teamVideo teamVideo production teamHereMe, end to end

Asana Technical Partner Enablement & Training.The Partner Asana Academy track: role-based learning paths, 101 and 201 courses, and developer certifications, designed, written and produced by me.

Case study · Cloudinary, with DevReel

Nine thousand views in the first week.One parameter at a time.

Cloudinary wanted free API signups from developers who had no idea the platform could do the job for them. Their videos usually average around 400 views. Ours passed 9,000 in their first week.

The strategy: two budgets, one parameter.

01Both audiences in the first minuteAn engineer at a large media company with a budget behind them, and a vibe coder shipping alone. The fix is the same for both.
02Then show it at both scalesEach capability twice: a one-string change inside an img tag, then an eager transformation across a whole media library.
03Titles for people who skimDevelopers scan for their exact problem, so the titles name the parameter and the outcome. Cloudinary used our recommendations almost word for word.

Views

A typical video on their channel~400

Our videos, first week9,000+

Cloudinary also saw a measurable increase in adoption.

200+new subscribers

1,500+likes and interactions

res.cloudinary.com/demo/image/upload/e_background_removal/bike.jpg

One parameter per video, the same parameter in a single image tag or across a whole media library.

Background removale_background_removal
Compressionq_auto,f_auto
Social and OG imagesl_text:Arial_80:Launch

We wrote, presented, shot, cut and animated the whole series, with every frame on Cloudinary’s brand guidelines, and sent publishing recommendations with each video.

Read the full case study

DevReel.The studio behind the work.

In 2023 I founded DevReel, a technical video production house for developer tools: fractional DevRel, video and developer education. We embed with GTM, product, marketing and DevRel teams, every video is measured against activation and adoption goals, and first deliverables ship inside two weeks.

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