Nick Pomeroy is a highly sought-after commercial video editor. Having worked with a long list of iconic brands and top influencers, he is the secret weapon behind many metric-busting social media campaigns. With an impressive track record of crafting impactful narratives that stand out in the saturated world of digital content, we catch up with Nick to learn how to captivate your audience.

Even in the era of short-form content, Nick highlights creating a story with a beginning, middle, and end to forge a strong connection with the viewer. His trademark style is filled with emotive hooks, surprising narrative arcs and relatable comedy moments that make even brand-driven content compelling.

From London to LA

Originally starting out as a photographer in London, Nick’s career has taken him from working unpaid gigs as a cameraman, gaffer and part-time director in the world of low-budget music videos to editing major commercial projects that get millions and millions of views online. However, being self-taught brought with it a heavy dose of imposter syndrome that was sometimes hard to shake. Eventually Nick learned to trust his intuition; shedding the expectation that editing should be seamless and could instead be something that grabs your attention.

Nick’s edits have screened on billboards, premiered at live events and received industry recognition; featuring in Vogue, Elle, i-D, Dazed and winning a Digiday award. However, Nick is not only known for his editing chops, he has also built a reputation as a teacher, and in 2019 he was invited to move to Los Angeles to train and manage an international team of editors working across multiple territories from London to LA, Miami and New York. 

Proud of his roots, Nick’s portfolio still features many British stars; including popular UK Youtubers PAQ and Zac Alsop, collaborations with hit BBC sitcom People Just Do Nothing and Amelia Dimoldenberg of Chicken Shop Date.

Secrets behind high-profile projects‍

Having edited for the likes of Levis, Converse, Adidas, Diesel, Beats and Tommy Hilifger. Nick’s favorite projects are one’s where he has had to opportunity to be “extra creative” such as inventing a full-blown game show for Ebay Sneakers; creating a TikTok podcast series for Nike; producing LGBTQIA+ portraits for Steve Madden; and crafting sound design for an Off-White campaign.

He is grateful for clients who are open minded, explaining: “Many big brands I have edited videos for are still reckoning with the transition from traditional advertising to the new era of DIY content that make up most of social media. It may sound counter-intuitive but premium shoots can actually look bad on TikTok and stick out like a sore thumb, like hiring a limousine to go to the grocery store. The new sweet spot is creating videos that feel spontaneous but totally hook you in.”

Pro Tips‍

Nick is undoubtedly an expert at creating striking videos, and with a focus on authenticity and creativity keeping him ahead of the AI-driven automation curve, he offers some additional insights for content success in 2025:

“Hook! ..but don’t bash over the head.” Tease the most shocking moment at the start of your video, but don’t immediately explain how you get there. This creates enough mystery to keep viewers watching.

“People know when they are being fed advertising soundbites and they hate it!” Try to incorporate the brand or message in an organic way where the star is speaking their own voice.

“Create an ecosystem.” If you’ve shot a polished commercial for your main channel, you can get many more views by showing how you made it and posting that on a supporting channel. Sometimes the BTS is as charming as the main event. 

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