My approach is always to root the product in real, everyday moments—especially ones that feel niche, relatable, or aesthetic. For a brand like Ello, I’d lean into content that feels effortless but thoughtful: strong visuals, natural lighting, and storytelling that connects with viewers’ routines (whether they’re commuting, coaching, traveling, or redoing their desk setup). I always think about what I would stop to watch, and I make sure the tone, visuals, and pacing feel authentic to both the product and my own creative voice.

1. A “day in the life” video as a figure skating coach—filmed while I’m coaching at Sharks Ice this summer. I’d highlight staying hydrated with my Ello bottle throughout a busy day on and off the ice, from coaching in the rink to working as a photographer afterward. It’s a great way to showcase how Ello fits into niche, high-energy careers.

2. A travel-themed flat lay video or carousel featuring the Ello bottle going through TSA bins, paired with a voiceover or caption like “vacation starts at security.” I'd style it with sunglasses, headphones, books, and snacks—making it feel aspirational but totally real-life ready.

I already use Sortd and love making wishlists that feel personal but relatable! Some examples I’ve made include “Preschool Teacher Chic,” “Future Therapist Essentials,” “Older Sister Energy,” and “Fun Aunt Vibes.” I’d fit these into content by creating mini moodboard-style TikToks or voiceover listicles that blend humor, aesthetics, and practicality—kind of like a mix between a gift guide and a personality quiz. I love that Sortd makes it easy to turn your identity or vibe into something shoppable.