While I haven't worked directly with cpg brands yet, I have extensive experience creating lifestyle focused content that closely aligns with how cpg brands engage their audiences. Through building my own platforms, I've created content that display student life, everyday routines and product style integrations in a way that feels natural and relatable than overly promotional. This has helped me understand how to showcase products naturally integrated in the videos.

I'm confident in creating videos that capture authentic, in the moment content which is key for sampling events and brand activations. I'm also quick to adapt to a brand's strategy and guidelines, so I can translate the brand's identity into engaging, platform-native content.

I use a combination of creative and platform-native techniques to produce highly-engaging content. For editing, I primarily use Capcut or Tiktok itself to create videos according to the style I am going for in each video. I usually incorporate visually appealing materials such as stickers and fonts to ensure the audience is attracted to the video. I also use Canva to create visually appealing graphics, thumbnails and overlays, often using a scapbooking style editing approach to make content feel more personal, aesthetic and engaging.

Beyond tools, I rely heavily on social media platforms themselves, especially Tiktok and Instagram, for source of inspiration. I actively analyse the trends, sounds, pacing and storytelling techniques to understand what currently resonates with audiences and how to adapt those trends in a way that aligns with a brand.

I also like to experiment creatively with how content is presented, for example, layering videos or creating faced paced visual intros. This approach helps me create content that stands out visually while still feeling natural, engaging and aligned with how people actually consume content on social media.

I focus on making content feel authentic and relatable to the audience. By blending audience insight, creativity and trend awareness-leveraging current sounds, formats and culturally relevant moments to ensure content feels native to the platform rather than forced. For example, I pay close attention to trending audios, evolving engagement patterns such as short-form storytelling or conversational-style videos and adapt these to fit the brand in a way that still feels organic.

Through building platforms like @TheCollegeHub on TikTok, where I've reached over 800k+ views and grown a community of 5k+ followers and creating content for University College London, I've developed a strong understanding of what captures attention within the first few seconds and what keeps audiences engaged.

I take a data-driven approach as well to analysing performance metrics such as watch time, shares and comments to identify what resonates the most with the audience. I then use these insights to refine my content creation strategy, testing different formats to ensure a consistent improvement in engagement and impact. This blend of creativity, trend awareness and performance analysis allows me to not only create content that attracts attention but also builds genuine connection with the audience.