Portfolio

Below are examples of the type of content and digital strategies I have worked on, and details of organisations I have worked with. For further information on any of the below projects, please email me at: jencerysrichards@gmail.com

Social Media Management & Strategy

In-gallery AV & Audio Guides

  • Exhibition Audio Guides

    I am currently freelancing as a Digital Producer for the National Portrait Gallery (NPG), leading on the creation of their audio guide for the upcoming Catherine Opie exhibition.

    I have previously created the audio guides for the NPG's exhibitions: Paul McCartney Photographs 1963-64: Eyes of the Storm, David Hockney: Drawing from Life, Yevonde: Life and Colour and The Time is Always Now: Artists Reframe the Black Figure.

    This included:

    • Working with curators and the Interpretation Manager on the themes of the guide

    • Securing interviews with artists such as Mary McCartney and Barbara Walker

    • Editing the interviews into audio stops

    • Uploading the stops and building the tour in the app CMS

  • A screenshot from the NPG audio guide on Bloomberg Connects

    Gallery Audio Guides

    Alongside exhibition guides, I have produced an audio guide of highlights in the NPG’s permanent Collection. This involved working with external organisations on an audio-described and BSL version as well.

    I have also scripted, and coordinated the recording of, audio guides around women’s self-portraiture and change-makers in the Collection.

    When the NPG’s guide launched on Bloomberg Connects, it was the most popular guide on the app that month, out of over 150 worldwide institutions.

  • A photograph of Malala Yousafzai in the NPG standing on front of an AV about her and her portrait.

    National Portrait Gallery AVs

    During the NPG’s closure, I produced and project managed the delivery of over 30 new in-gallery AVs, ranging from a film with Malala Yousafzai to an interactive where visitors could ‘step’ into portraits.

    This year-long project involved working with curators to bring their ideas to life in a way that would connect with audiences, often translating dense subject matters into easily digestable content.

    I also managed the communications with the external production agency, delivering storyboards, licensing images, and coordinating the feedback process.

    “What amazed me even more was the clever integration of technology to enchance the overall experience. It added a whole new dimension to the art and made it even more immersive.” - Visitor feedback

    Photograph: @malala Instagram

Film & Podcast Production

  • A photograph of a film crew and dancers in front of Sadler's Wells East. The Sadler's Wells sign is on the building and a camera and monitor are in frame.

    Sadler's Wells Digital Stage

    During my time in-house at Sadler’s Wells, I led on the content strategy for their Digital Stage. This is the venue’s online platform of dance films, documentaries, workshops, podcasts and more.

    From 2023/2024 to 2024/2025, the film views increased by 511% and webpage views by 155%, with the strategic work I delivered during this period supporting this growth.

    Alongside overseeing the programme and reporting on the KPIs for Digital Stage’s content, I also produced and co-produced dance films and documentaries, and provided production support for performance captures.

    Photograph: Gaia Soleil

  • A photograph of an artist working on a portrait in a studio space. She has long blonde hair and is wearing a white top, grey cardigan and blue apron. She is painting on an easel.

    Making Portraits Series

    For the National Portrait Gallery, I produced in-gallery and online films explaining different portraiture techniques, such as etchings and aquatints and the making of Tudor portraits.

    The aim of these films was to showcase the variety of portrait types and to make these techniques more accessible to a general audience who may be visiting the Gallery for the first time, or coming across NPG online.

  • A screenshot of an interview film with Rosie Jones, who is wearing a long sleeve black top with white dots. She has long brown hair and is sat in front of bookshelves.

    Artist Profile Interviews

    I’ve frequently produced interviews with artists and changemakers, including ones with activist Malala Yousafzai and comedian Rosie Jones, for the National Portrait Gallery.

    For Sadler’s Wells, I produced a video podcast interview with choreographer Jasmin Vardimon and a behind-the-scenes film about the National Youth Dance Company. I also co-produced a profile on English National Ballet dancer Precious Adams and one of Queen of Flamenco Sara Baras.

    For the inaugural Rose International Dance Prize, I produced a short interview with each choreographer, coordinating filming in countries across the globe.

  • A screenshot from the Eastbound of three girls sitting at a bus stop, dancing.

    Eastbound

    At Sadler’s Wells, alongside interview films, I produced artistic dance films. This included co-producing the large scale film Eastbound, which celebrated how East London moves ahead of Sadler’s Wells East opening in Stratford.

    Choreographed by Kloé Dean and directed by Sarah Vaughan-Jones, this film went on a dance journey through East London. I was involved in sourcing and booking locations, contracts for crew, licensing for child performers, organising security and first aid, and evaluating the project.

    Four months after release, Eastbound had 6,325 views, above our target of 5000 views.  

  • A screenshot from a film of an artist putting up a print of Yevonde, who is holding a camera.

    Gallery Exhibition Films

    I have produced films supporting exhibitions, including a film about the colour carbon print technique artist Yevonde used for the National Portrait Gallery exhibition Yevonde: Life and Colour. This film helped make a complex artistic technique more digestible and I produced a shorter version without audio that went in the exhibition itself, alongside an extended version with audio for online use.

    I also produced films for the permanent Collection that focused on particular portraits such as one of Tudor trumpeter John Blanke.

  • A screenshot of a film showing a man making yarn on a machine.

    Corporate Comms

    Alongside these artistic films, I have experience in corporate comms, having produced films following the National Portrait Gallery’s major reopening after it was closed for renovation for three years.

    I also produced a film for Sadler’s Wells ahead of their Gala for the new venue in Stratford. This film included interviews with Dame Arlene Phillips and choreographer Carlos Acosta, celebrating the power of dance and encouraging donations.

  • A photograph of a podcast image for Doing It! 'Doing It' is in green neon writing and 'with Hannah Witton' is in yellow writing and Nimko Ali is in red writing. The background is the same red and small photos of Hannah and Nimko are on it.

    Doing it!

    While working in Production & Comms for sex education and disability YouTuber and podcaster Hannah Witton, I supported in the launch and production of her podcast series Doing it!

    This included:

    • Researching guests

    • Writing the episode descriptions

    • Doing the meta data for each episode

    • Transcribing the interviews

    • Uploading the content to the relevant podcast platforms

    • Running the social media channels for the podcast

  • A photograph of the Lemon Lounge podcast, which has the LGBTQ+ flag and three women talking, with 'Lemon Lounge' written at the top.

    Lemon Lounge

    While Co-Artistic Director of Lemon House Theatre, I co-led on creating the podcast series Lemon Lounge.

    Each episode featured a conversation with an artist working in theatre, exploring the themes in two of Lemon House’s plays, with extracts from the plays also included in the podcast.

    I worked on:

    • Recording and editing the audio play

    • Researching and contacting the guests

    • Sourcing and contracting an editor

    • Uploading the podcast episode

    • Tracking analytics to share with the Arts Council

Copywriting & Digital Marketing

  • A screenshot of the Christie's website, taken of an art style page on Neoclassicism

    Copywriting

    I am currently freelancing as a copywriter for art auction house Christie’s. My role involves writing SEO-focused copy for the website, including:

    • Pieces on art movement styles

    • Editorial articles

    • Artist bios

    • Auction help articles

    • Homepage copy

    I have also written online editorial content for Bishopsgate Institute to spotlight their archive, including pieces on the history of Section 28 and the lost art of letter writing.

    Further copywriting experience includes a piece for production company Pictures for the People on why a great SEO strategy starts with film.

  • A screenshot from Sadler's Wells online platform Digital Stage

    Digital Stage Website

    Alongside the web team, I led on the redesign of Sadler’s Wells Digital Stage - a section of the website featuring dance films, documentaries, podcasts and workshops.

    Following the redesign, which included simplifying the user journey, adding in carousels and updating film category titles and copy, the average time visitors spent on Digital Stage increased by 14.9%.

    Films that were previously hidden by several clicks were alot easier to access, and we saw a positive impact on film views. For one film that was previously hidden by 4-5 clicks, its views went up 77% following the redesign.

  • A screenshot of Bishopsgate Institute's website, on a page which says: Gallery, Back to the sixties with Derek Brook

    Website Management

    I have also managed websites (including use of Squarespace, Wordpress and custom CMS) for organisations such as women’s mental health charity Wish, Lemon House Theatre, South East Action Learning, and St. Margaret’s House.

    This included regularly maintaining the websites, adding and archiving new/past events, writing webpage copy and creating SEO strategies.

    During my role at Bishopsgate Institute, I worked with web developers to make the website more accessible and user friendly, and I led on the day-to-day maintenance of the website.

  • A photograph of two What's On newsletters.

    Newsletters

    Using platforms WordFly, DotDigital and MailChimp, I have created newsletters for: the National Portrait Gallery, Bishopsgate Institute, YouTuber & podcaster Hannah Witton, St. Margaret’s House, Lemon House Theatre and Women’s Museum.

    At Bishopsgate Institute, I led on the re-design of their newsletter and segmented these newsletters to relevant audiences, which led to the newsletters becoming the main source of revenue for the organisation’s courses.

    I also launched the newsletter for Hannah Witton, and grew her subscribers to 5,000 in the first year, demonstrating my experience in both launching and growing newsletter audiences, as well as using newsletters to drive sales and visitors.

  • Google & Meta Ads

    While at Bishopsgate Institute, I led on the organisation’s Meta and Google ads, including managing their Google Grants account. This involved:

    • Audience segmentation and identifying target audiences

    • Writing ad copy and creating the assets

    • Managing the ad budget

    • Use of the Facebook pixel

    • Tracking conversions and analytics

    The ads focused on promoting events as well as general brand awareness. In one term, we achieved double our sales target through Facebook and Instagram Ads, Google Ads, and newsletters.

    I have also created Meta Ads focused on brand awareness while Digital Comms Manager at the National Portrait Gallery.