Fireman Saves Kitten
Won Advertising Age's 2014 Viral Video Award for Best User-Created Viral Ad.
Mario Callejas
I make films people watch and campaigns that grow audiences.
Digital content and multimedia strategist in Honolulu, Hawaiʻi, with 15+ years across video, branded storytelling, and audience growth.
Highlights
- 57M+combined views on films I creative-directed for GoPro
- 750K to 4MYouTube subscribers during my time at GoPro
- +118%community growth in 12 months at a Texas nonprofit for women entrepreneurs
- 135%of registration goal for a new nursing program
- 15+years in digital storytelling
- English & Spanishbilingual, professional fluency
Films
Seven years building GoPro's storytelling from the inside, from a viral rescue to cinematic mini-documentaries shot on four continents.
GoPro
Wild Mustangs: A Legacy in 4K
Waltz on the Walls of City Hall
Vertical dance by Bandaloop on Oakland City Hall.
Day of the Dead Skydive
Forever: Securing the World's Food Supply
Capoeira in Rio
BeAlive
VR Wave Photographer
Case studies
The other half of the job: building the systems, campaigns, and tracking that turn good stories into measurable growth.
GoPro, 2010–2017
Scaling a global storytelling operation
My role Creative Director & Producer
Challenge
Grow GoPro's YouTube audience while producing far more video, across more formats and more countries, without losing quality.
Approach
- Built production systems for a 35-person creative and production operation.
- Produced creator partnerships, branded collaborations, viral videos, and cinematic mini-documentaries.
- Managed agencies and vendors internationally, including Brazil and Mexico, and launched GoPro's Latin America social media operation.
750K to 4MYouTube subscribers (approx.)
50 to 300videos per year (approx.)
35person creative and production team led
Texas nonprofit for women entrepreneurs, 2022–2023 growth campaign
Doubling a nonprofit's reach across four Texas markets
My role Growth Marketing Manager
Challenge
A nonprofit entrepreneurship and microfinance organization for women was expanding beyond Austin into Dallas–Fort Worth, Houston, and El Paso. Awareness was low and info session attendance was weak.
Approach
- Bilingual paid media with continuous experimentation to fill info sessions.
- Retargeting and nurture sequences that brought no-shows back to future sessions.
- HubSpot workflows and reporting across 20,000+ contacts.
- Supported 400+ virtual and in-person events.
916 to 1,996women entrepreneurs in the community in one year, +118%
229 to 499entrepreneur groups, each a group leader plus 3 members
+546%Houston
+338%Dallas–Fort Worth
~1,080new women entrepreneurs joined
~$23ad spend per new member (~$25K total, about $93 per group)
Private university in Honolulu, 2020–2022
Launching the Accelerated BSN program
My role Creative Marketing Manager
Challenge
The university launched a new Accelerated BSN nursing program and needed to fill info sessions, the first step toward enrollment. The goal was 200 info session registrants.
Approach
Paid campaigns across Meta and Google Search drove info session registrations, supported by dynamic ads.
I was creative director, producer, and camera operator on the Hōkūleʻa student highlight film at the top of this page, and also produced video, landing pages, email, and digital creative supporting enrollment and program storytelling.
269registrants, 135% of goal
~53registrants per week
54%average attendance (~145 attendees)
$108blended cost per registrant, $29K total spend
Hawaiʻi modular building company, freelance
Doubling real leads by fixing search intent and tracking
My role Google Ads Specialist
Challenge
40% of spend on top search terms was going to people searching for homes, not the commercial offices and trailers the company sells. Tracking counted page views and map clicks as leads: 75 reported versus 23 real.
Approach
- Restructured Google Search around commercial intent.
- Rebuilt conversion tracking so only real form submissions counted.
23 to 56real leads over comparable five-month periods, +143%
40% to 0%home-intent spend on top terms
~31% to ~89%tracking accuracy
BeAlive, 2018–2020
Content strategy for a digital-first outdoor media brand
My role Digital Marketing Manager & Senior Creative Producer
Led content strategy and managed a cross-functional team.
100+digital assets delivered
4Mvideo views in nine months
Honolulu senior care home, freelance
From 8 leads a month to 68 calls
My role Paid Media Marketer
Before the campaign, the home's website brought in about 8 leads a month, and the goal was 16–20. Google Search alone drove 157 inbound calls in 10 weeks at a $2.15 average CPC, below the $3–5 assisted-living benchmark. Then I diagnosed that most calls were going unanswered, which shifted focus to missed-call text-back and nurture.
~8 to ~68leads per month from the whole site before, calls per month from Google Search after
157inbound calls in 10 weeks
$2.15average CPC
About
I trained as a filmmaker at UCLA, and I've spent my career making stories that people actually choose to watch.
For seven years I helped build GoPro's storytelling operation, leading a 35-person creative and production team and helping grow the YouTube channel from roughly 750,000 to 4 million subscribers. Along the way I learned that a great film is only half the job. The other half is making sure it reaches the right people.
Today I bring both halves together for mission-driven organizations, with my heart and home here in Hawaiʻi: films and content with heart, backed by paid media, CRM, and tracking that show what's working. I work in English and Spanish, and I also produce podcasts, including St. Dominic's Weekly, St. Joseph's Workshop, and The Jason Jones Show.
Skills
Content & Multimedia
Video production, creative direction, branded storytelling, mini-documentaries, podcast production, bilingual content
Digital Experiences
HubSpot CMS, WordPress, Squarespace, landing pages, webinars, livestreaming
Leadership & Distribution
Team leadership, agency and vendor management, creator partnerships, paid media on Meta and Google, email and SMS nurture, audience growth
Tools
Adobe Premiere Pro, After Effects, Photoshop, Audition, Lightroom, HubSpot, Salesforce Marketing Cloud, GA4
Experience
- 2022–present Texas nonprofit for women entrepreneurs Growth Marketing Manager
- 2020–2022 Private university in Honolulu Creative Marketing Manager
- 2018–2020 BeAlive Digital Marketing Manager & Senior Creative Producer
- 2010–2017 GoPro Creative Director & Producer
- 2008 UCLA BA, Film and Television
Have a story worth telling, or an audience worth growing?
I'd love to hear about it. Tell me what you're working on.
hello@mcallejas.com