The Goulet Pencast · Case study
Building a show for a niche community.
I pitched a weekly show that brought Goulet’s different video formats together. Brian Goulet, Drew Brown, and I worked out the format as we went. Viewers kept coming back, leaving hundreds of comments and turning jokes from the show into their own running conversation. I produced and edited nearly 150 episodes and helped set up a studio the hosts could run themselves.
Developing the Goulet Pencast
I first joined Goulet shortly after college as a product photographer and expanded that role into photography, design, and YouTube production. When two in-house video roles opened during COVID, CEO Brian Goulet brought me back because I already understood the company, its products, and the fountain pen audience.
Goulet had tried several shows over the years. I suggested combining the questions, product talk, updates, and games into one weekly show. Brian and Drew chose the topics and products. We worked out the recurring segments together and adjusted them as people responded.
Across nearly 150 episodes, the show built a returning audience with active comments, recurring segments, and running jokes. Some audience jokes became stickers and merchandise.
My role
- Working with the hosts on the format and segments
- Producing and editing nearly 150 episodes
- Show graphics, photography and nearly every thumbnail
- Remote recording and permanent studio setup
When the show got its own room, I helped set up the lights, cameras, audio, sound treatment, and overhead product footage. We wanted Brian and Drew to be able to walk in and record without setting everything up again.
I also work with Brian on the weekly main-channel videos. We tightened the scripts, started using a teleprompter, and added close-up product shots and overhead demonstrations. I handle filming, editing, and packaging too. Knowing fountain pens helps: I know which details people will want to see.
A show people made part of their week.
If you made it to the end, you’d comment “Turkey Hammock.” Somehow that became the last five minutes of every show, then a running joke in the comments, then stickers. That’s the part I loved: people had made the show their own.
“I currently have a turkey hammock sticker on the rear window of my car. I would definitely wear a pencast shirt!”
@braelynntrail8253 · YouTube comment
“I sure wish I could attend the DC pen show, if only for the chance to randomly yell, ‘Turkey Hammock!’ in a crowd of people.”
@debcarroll8192 · YouTube comment
Brian Goulet, Drew Brown, and I developed the format together. A dedicated designer created the final show logo; I handled the editing, show graphics, photography, and nearly every thumbnail.