All items
128,393 Views in a Niche Nobody Browses: The Finish Line on YouTube
A defect-troubleshooting video for industrial wood coatings has no business pulling 28,722 views. Except that one of mine did. This is the strategy behind The Finish Line — a 10-episode YouTube series that produced 128,393 views, 4,600 watch hours, and 1,200 net subscribers for a B2B brand most people outside the trade have never heard of.
See Work: 128,393 Views in a Niche Nobody Browses: The Finish Line on YouTube
M.L. Campbell’s Distributor Training Center: A Custom LearnDash LMS
Active-learner attendance grew by an order of magnitude, and the platform cost a fraction of the system it replaced. This is the story of a custom WordPress + LearnDash LMS built to be the qualification layer underneath an entire distributor sales network — and what that architecture looks like when staff competence is the actual product.
See Work: M.L. Campbell’s Distributor Training Center: A Custom LearnDash LMS
mlcampbell.com: When the Website Qualifies but the Distributor Closes
M.L. Campbell is an industrial wood-coatings brand sold through distributors. The website can't sell anything — there's no cart, no checkout, no direct purchase path. That one constraint reshaped every decision in the build: IA, product page layout, navigation, and the thing I called the buy button even though it isn't one.
See Work: mlcampbell.com: When the Website Qualifies but the Distributor Closes
M.L. Campbell — spec-sheet-as-product-page architecture, 2025
WordPress site for M.L. Campbell's primary brand — modernised web experience that preserves technical product credibility for a professional coatings brand sold through distributor channels.
View Portfolio Piece: M.L. Campbell — spec-sheet-as-product-page architecture, 2025
The Finish Line — M.L. Campbell’s YouTube content discipline, 2022
Across the channel I produced 128,393 views, 4,600 watch hours, and 1,200 net new subscribers. That is not a beauty-influencer number.
View Portfolio Piece: The Finish Line — M.L. Campbell’s YouTube content discipline, 2022
Distributor LMS architecture
WordPress training portal for the M.L. Campbell Training Center — structured for practical learner access, ongoing content updates, and clear programme navigation.