Austin-based performance marketing agency is making sure authors are ready for their close-up.

If you think writing a book is hard, try promoting one in 2025.

Today’s authors are expected to post on TikTok, charm Instagram, and show up on camera like a pro. That’s a big ask, especially for folks who usually express themselves best on page.

Enter 3rd + Lamar, an Austin-based ad agency and production house that’s worked with talent and brands like Tom Segura, Leon Bridges, Siete Family Foods, Rebel Cheese, C4 Energy, Adobe, Gillette, Meta . . . and now, authors.

They recently became the video partner for longtime literary publicity firm PR by the Book, bringing their sharp eye and creative horsepower to the world of publishing. Together, the two teams are producing high-quality video content for authors, from social-ready clips to full-length interviews.

“We’re really excited to spotlight authors and help them tell their stories,” said Nick Schenck, 3rd + Lamar co-founder & CEO. “We’re storytellers at heart, so it’s an awesome opportunity.”

From the Page to the Screen

“Video is king in book promotion right now,” says Marika Flatt, CEO of PR by the book, new 3rd + Lamar partner. “As much as it hurts this old-school print journalist to say that, it’s true.” 

And she’s right. TikTok, Reels, and YouTube Shorts have become crucial tools for book discovery. The goal of the partnership is simple: make authors shine on camera, then use that footage on all platforms that actually move the needle these days.

But this isn’t about forcing authors into a viral mold. It’s about finding their voice on screen and letting it resonate.

The First Shoot: A Story Worth Telling

To kick things off, 3rd + Lamar filmed an interview with Amy Weinland Daughters, a Houston-based author and keynote speaker. Daughters’ memoir, Dear Dana, tells the story of her writing handwritten letters to all 580 of her Facebook friends.

Yes, all of them.

Now, Daughters is telling the behind-the-scenes story in front of the camera. The shoot was held at 3rd + Lamar’s East Austin studio. It was professional, savvy, and deeply personal. The result? A compelling, heartfelt author story video that captures the spirit of her book.

Why It Works

For starters, the teams genuinely understand authors. 3rd + Lamar isn’t churning out cookie-cutter content or pushing writers toward trends that don’t fit. Every production is customized to reflect the unique voice, message, and audience of the author.

It’s a blend of polish and personality. Think: professional lighting, clean audio, and storytelling that feels authentic.

In a time when readers want to feel connected to the people behind the books they love, that authenticity matters.

But what sets 3rd + Lamar apart is the way their team works. Founded in December 2019 by a crew of media buyers, filmmakers, and creative strategists, they recognized early on that the best-performing ad campaigns almost always featured strong video. So they built their company around that idea, putting content producers and performance marketers under one roof so they could move faster and deliver better results.

In addition to author work, they specialize in paid search, paid social, and standalone video campaigns across e-commerce, tech, publishing, and CPG. It’s that combination of art and strategy that makes their content not just beautiful, but effective.

What’s Next?

With the Amy Daughters shoot wrapped, more author projects are already underway. And while the partnership started in Austin, it’s not staying local for long. The vision is to work with writers across the country, anyone looking to bring their book to life on screen.

If you’re an author (or know one), now might be the time to start thinking about video. Not because it’s trendy, but because it works. Readers want to know who you are. A good video introduces you better than any back-cover bio ever could.

To learn more about the creative team behind the camera, visit 3rd + Lamar.

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Cover photo courtesy 3rd + Lamar

Nemat Eltiar is a Texas Lifestyle Magazine contributor based in Fort Worth, Texas. When not at work, she’s either typing up a story, getting cozy with a comfort read, or taking it upon herself to master a new, meticulous craft.

This post is a sponsored collaboration with PR by the book.