The best branded content doesn’t feel like an ad. Of course the goal isn’t to just “make something viral”. Instead I start with, how can we get people to stop scrolling AND how can we get people to actually care to stay at watch.

For the Brothers Bond x Gopuff campaign, we gave the audience something they already cared about THEN weaved in the brand. 24M views overnight. Go team!!

kept saying omg this is the most beautiful thing I’ve ever seen

pretty cool week!!

I don’t like to use trends JUST because they’re trending–its not intentional. I use them when they make sense for the person behind the account.

When I was in London with @radhidevlukia, we took the narrator trend and used it to create something that would live beyond the trend itself—a pinned video that introduces new people to WHO she is, her personality, and her brand. it was the perfect excuse to introduce people to her💃

In social media, it’s easy to get caught up wondering, “What’s everyone posting?” But a gamechanger for me is usually asking, “What does this creator actually need?” or “If someone lands on your page for the first time, what do you want them to know about you?”

The fun part for me is figuring out how every piece fits into the bigger picture of someone’s brand—not just what gets posted that day. HAPPY MONDAY

THIS was such a fun shoot. And the actual filming is smallest part of the whole process. For this Youtube episode of Cooking With Friends Who Don’t Cook with @harryjowsey, it started with planning the recipe, building the shot list, coordinating production (ily @pixl.sauce), then filming the episode, capturing thumbnails and social assets, then turning everything into content across YouTube, Instagram, and TikTok.

Harry is so sweet, down for anything and @radhidevlukia, @lysi_ and I were genuinely in tearsssss by the end of this episode. He is HILARIOUS. You can literally hear me wheezing in the background😂😂