About Level Up

Level Up Digital Media is an Emmy Award-winning video production team based in Tallahassee, Florida.

Level Up produces documentaries, PSA campaigns, commercials and digital advertisements, educational videos, and cinematic content for brands that have a story to tell.

Our videos have been used to generate millions of dollars in fundraising, successfully pass and defeat legislation, win high-stakes elections, sell products big and small, and educate millions of students and adults about important topics.

Level Up’s work has earned ten Emmy Awards from the National Academy of Television Arts and Sciences, Suncoast Chapter, along with numerous Addy Awards including a Judge’s Choice Award, Telly Awards, and more.

Our mission is to create films that inspire people to change the world for the better.

Who We Are

Dedicated | Reliable | Resourceful | Efficient | Focused

Joshua McLawhorn

Josh is the president and founder of Level Up Digital Media. A biochemistry graduate of the University of Florida’s Honors Program, his analytical education and curiosity about the universe culminated into a career in filmmaking.

Josh has done video production work for national television shows, state agencies, large nonprofits, US congressional candidates, and corporations with billions of dollars in assets. He is passionate about documentary filmmaking, and seeks for the films produced by Level Up Digital Media and its partners to create tangible positive change in the world.

Josh has served as director, cinematographer, and editor on countless video and film projects, from television programs and theatrical films to corporate brand videos, PSA campaigns, and even a Super Bowl commercial. His short film “Almost Ready” won first prize in Nikon USA’s Everyday Cinema Contest, and was used to sell Nikon filmmaking tools across the world.

He enjoys mountain biking, vegetable gardening, cooking, playing music, reading, collaging, photography, video games, and exploring new places.

Gabriela Rodeiro

Gaby is a scientist turned filmmaker. Her biochemistry degree from the University of Florida and seven years working as an analytical chemist have shaped the pragmatic approach she brings to video production and motion graphic design: disciplines which often lie at the intersection of problem solving and creativity. Her extensive scientific literacy and industry experience make her a valuable asset to Level Up’s science, tech, and healthcare clients.

Born in Cuba and having grown up in Canada and Florida, Gaby is fluent in both English and Spanish. She was an editor for “Spirit of Miami,” a 60-minute Spanish language television documentary for Telemundo about the founder of the Miami Grand Prix. Gaby has edited and produced many statewide PSA campaigns in multiple languages. She also starred in and co-produced “Almost Ready,” the first place winner of Nikon’s national short film contest.

Gaby’s attention to detail shines in her roles as an editor, motion designer, and producer.

She is interested in fashion, science and technology, video games, baking, cycling, and playing with her boxer dog.

Just Some of What We Do

line marketing and seo

Video Production

Captivate, communicate, convert.

Learn More


Milling, distilling, storytelling.

Learn More

Script Writing

We write the right words.

Learn More