I look at what people are responding to, such as watch time, comments, saves, and the notes a brand gives me, and figure out what felt strong and what didn’t land. Then I adjust one piece at a time, whether it’s the hook, pacing, or tone, so each new video gets sharper without losing my voice!

When I get a creative brief, I look for the parts that genuinely fit my voice or my daily life and build from there. I keep the core message the brand needs, but I phrase it the way I’d say it to a friend and film it in moments that feel real to me. That mix keeps the brief intact but the delivery authentic.

My process usually starts with finding the angle that feels a little bold, like the line that’s surprising, opinionated, or honest enough to make someone pause. I shape it into a quick hook that sparks curiosity or tension, because people stop scrolling when something challenges what they expect.