I've worked with a variety of hospitality, food and beverage, and consumer brands, creating short-form content that feels authentic and aligns with their target audience. While the industries may vary, the core principles are the same: understanding the customer, communicating the brand's values, and creating content that people actually want to engage with. On the wellness side, I've created content for brands focused on healthy living, routines, and better-for-you products, including a recent campaign for a mushroom coffee brand. I enjoy working with lifestyle and wellness brands because their products are often tied to daily habits and routines, which naturally lends itself to relatable, story-driven content. Beyond content creation, I have experience developing content strategies, managing social media accounts, identifying content pillars, and creating videos designed to drive both engagement and brand awareness. I approach wellness content by balancing education, authenticity, and lifestyle integration so the product feels like a natural part of someone's day rather than a traditional advertisement.

My approach starts with understanding the audience and the goal of the content. From there, I focus on creating videos that stop the scroll in the first few seconds, whether that's through a strong hook, an interesting visual, or a relatable concept. I typically build content around a mix of pillars—educational, entertaining, behind-the-scenes, product-focused, and community-driven—to keep the feed varied while reinforcing the brand's message. When filming, I prioritize capturing a lot of usable footage so we can test different edits, hooks, and formats. I also pay close attention to trends, but I only incorporate them when they align with the brand's voice and objectives. Finally, I look at performance data to see what's resonating and use those insights to continuously refine the content strategy. The goal isn't just to create videos that get views—it's to create content that drives engagement, brand awareness, and ultimately business results.

Costco Finds

Hook: The best thing I found at Costco this week...

Concept: Film like a Costco haul with a focus on discovering the flavored water.