My name is Sam. I’m a video producer, director, and editor with over 13 years of experience bringing music, performance, and brands to life on screen. I started out in 2013 filming music videos and live shows for local bands, and in 2016 I founded Able Archer Media before co-founding Ginger Film & Media with Ginger Music Company.

Since then, I’ve worked with major international brands including Alvarez Guitars, St. Louis Music, NATAL, Dixon, P. Mauriat, AUDIX and Universal Audio.

A highlight of my career has been leading long-term projects with Alvarez Guitars, helping grow their YouTube channel from 2,000 to over 125,000 subscribers and 3 million views in just three years. This included directing and producing Alvarez TV, a 100+ episode educational video podcast series as well as Alvarez Live, showcasing international artists. I also played a key role in producing all media for the innovative Alvarez Compare tool, launched in 2023 and revamped in 2024.

My work has taken me around the world, from weddings in Cyprus to international festivals like SXSW in Austin, The NAMM Show in California, and Reeperbahn Festival in Hamburg. Whether it’s directing a series, covering global events, or building a brand’s visual identity, I bring creativity, technical skill, and a love of storytelling to every project.

Testimonials

  • Ian Kirkby, Graphik

    Ian Kirkby, Graphik

    “There’s a saying that you only really see someone’s true quality when challenges come up and they still deliver. I’ve worked with Sam for over six years, and he’s always created outstanding work that goes well beyond what I imagined. He has a happy knack for taking even my rough ideas and turning them into something remarkable, always adding that extra touch of magic that makes the final piece shine. If there were ever any challenges behind the scenes, I never noticed—everything has always felt seamless and professional. I look forward working with him for many years to come.“

  • Sonica

    “Sam is a genius behind the lens, capturing our artistic vision and translating complex marketing concepts into impactful visuals. His unique blend of technical skill, creativity, and engaging storytelling through video is inspiring to work with, bringing every project to life. His attention to detail and passion for excellence make working with Sam an absolute joy! He is the ideal creative partner for our agency, an innovative professional who understands the heart of every project. We love working with Sam and cannot recommend him highly enough!”

  • Deer Park Avenue

    “Finding a videographer who truly gets you is not easy, but Sam is a rare find. He can isolate the most powerful moments of a performance and weave them into a compelling story. Working with Sam has been a game-changer. With his background and experience in the music industry, he is able to catch the raw, chaotic energy of our live shows and turn the grit, sounds, and soul of our music into something cinematic and impactful. Beyond his technical genius, he is so much fun to work with! We are constantly inspired by his creativity, and it is amazing to see our music come to life on screen in ways we could only dream of. Sam is a gifted storyteller and exceptional creator, and we are thrilled to have him on our team.”

  • Chris Meikle, Alvarez

    “I have worked with Sam for several years and created a huge amount of content for Alvarez guitars and other projects. From live music films and studio demo’s to every episode of the successful Alvarez TV show, which Sam directed as well as filmed and edited. Sam has always produced stellar quality film on every occasion. Always calm and creative, Sam is a pleasure to work with and goes the extra mile to deliver on time.”

Portfolio

Alvarez Guitars (2019 – Present)
I’ve partnered with Alvarez Guitars and their parent company, St. Louis Music, to produce global marketing campaigns, product launches, and original series including Alvarez TV and Alvarez Live. Over this time, I helped grow their YouTube channel from 2,000 to more than 125,000 subscribers and over 3 million views.

Laureate Series Launch Video - 2024
For the launch of Alvarez Guitars’ brand-new Laureate series, I was tasked with creating a video that introduced the models and showcased their standout features. A key focus was communicating the unique blend of handcrafted luthier detail with modern manufacturing. To visualize this, I developed a storyboard built around the imagery of a guitar on a workbench—being polished, inspected, and cared for—highlighting the artistry and precision behind the instrument.

This video served as the main focal point of the Laureate launch campaign, and I was responsible for the storyboarding, directing, shooting, and editing, ensuring a cohesive narrative that aligned with the brand’s vision.

Laureate Series New Models - 2025
As part of Alvarez Guitars’ Laureate series 2025 refresh, I created a video highlighting the introduction of new tonewoods and body shapes across the line. The concept focused on clean, engaging b-roll sequences that showcased the craftsmanship and detail of the updated models, giving viewers a close look at the textures and design evolutions.

Alvarez TV – YouTube Series - 2022-Present
Alvarez TV; a video podcast-style series that has been the main focal point of Alvarez’s YouTube channel since 2022, I directed, shot, and edited episodes that contributed to over 125,000 subscribers and 3 million views. The series also includes all supplementary content for social media, such as trailers, shorts, and thumbnails, ensuring a cohesive brand presence across various social media platforms.

This particular episode highlights Alvarez Compare, a new online tool that allows users to compare up to three guitars in real time, switching between different models and styles. I was responsible for filming all the media for this tool, capturing over 200 guitars across two releases to showcase the instruments in detail and support the interactive experience. Alvarez TV has produced over 100 episodes, covering topics such as the history of the acoustic guitar, comparisons between shapes and tonewoods, and deep dives into all technical aspects of the instrument, making it a comprehensive resource for guitar enthusiasts.

Artist Spotlight: Tim Bloomer - 2021
This Artist Spotlight video focuses on local musician Tim Bloomer, a member of Alvarez’s All-Star program. Serving as my directorial debut for the company, I produced, shot, and edited the video, which became the springboard for me to take the lead on future Alvarez video projects.

The video showcases Tim’s playing, incorporating cinematic visuals of Newcastle’s Quayside and landmarks, visually connecting his local roots to his artistry. It also includes a short segment highlighting his professional background and his introduction to Alvarez guitars, featuring the model he selected for his personal collection—blending performance, storytelling, and brand engagement into a cohesive, visually engaging feature.

The Alvaros - Ramble On - 2021
For the sixth video in this performance series, I produced a stylised music video featuring The Alvaros, the in-house band formed by members of the Alvarez Guitars team. This project marked an evolution from the earlier live-in-studio recordings into a more visually crafted piece.

In this installment, the band covered Led Zeppelin’s classic “Ramble On.” To honor the spirit of the original, I designed the video with a retro aesthetic that echoes the late 60s and early 70s—both in tone and style. The result blends the authenticity of a live performance with the visual flair of a vintage-inspired music film, capturing the energy of The Alvaros while paying homage to the era that shaped the song.

Alvarez Live - Skinny Living - 2022
This video launched Alvarez Live, a series created to showcase artists from across the UK, US, and Europe performing with Alvarez guitars; some even with their own signature models. Each episode combines intimate live studio performances with interview segments, where artists share their stories, influences, and what they’re currently working on.

The series was filmed both at our UK studio and on the road in the US, with visits to Dallas, Texas and Nashville, Tennessee to capture artists in their own spaces.

The debut episode featured Skinny Living, a soulful UK band who had recently joined the Alvarez All-Star Program. Their heartfelt performance set the tone for the series—authentic, stripped-back, and rooted in the connection between artist and instrument.

Deer Park Avenue (2023 – Present)
Since 2023, I’ve been working closely with the rock duo Deer Park Avenue, producing music videos and capturing live performances across Europe and the US. Highlights include filming shows in Germany and Switzerland, as well as covering their performances at SXSW in Austin, Texas in partnership with Audix Microphones and Artist For Action.

Elizabeth Liddle (2019 – 2023)

From 2019 to 2023, I worked closely with local artist Elizabeth Liddle on a range of creative projects, most notably directing and producing the music videos for all the lead singles from her debut EP, Somewhere. Our collaboration focused on translating the themes and inspirations behind her music into strong visual narratives that complemented her songwriting and style.

The title track, Somewhere, became a central piece of this work. We developed a video concept that reflected the emotional core of the song while tying directly into the EP’s visual identity. The finished film was closely connected to the album’s final artwork—a commissioned painting—which gave the project a unified look and feel across both music and visuals.

Alongside the studio work, I also filmed a number of Elizabeth’s live performances, capturing the energy of her shows and providing additional material to support her releases and connect with audiences.

Showreel