I focus on trends but add my own twist to make content feel fresh and personal. I stay tuned to what’s happening in pop culture and online conversations, then use sounds, challenges, or memes that fit the brand’s voice. Timing is key, so I move fast to jump on trends before they peak.

While working on a campaign for a brand, I got last minute feedback that the brand wanted a different tone. Something more casual and fun instead of formal that I had already filmed. I quickly rewrote the script, changed the visuals, and re-shot the video the same day to match the new direction. The updated content performed much better and met the client’s goals.

I stay active on TikTok and Instagram daily and pay attention to trending sounds, formats, and creator styles. I also follow marketing creators and brands that set trends. I also check platforms like TikTok Creative Center to track what’s performing right now.