I start by thinking about what’s genuinely relatable to the target audience, so what they’re struggling with, laughing at, or obsessed with right now. Then I scroll on TikTok and Instagram to find trending sounds, formats, or hooks that I can naturally tie to the product or message without making it feel forced. I always ask: Would I watch or share this myself? From there, I build a quick concept that balances authenticity, entertainment, and subtle brand mentions to keep it organic but engaging.

The most recent campaign I did last month was for an AI company that targets students. I made 14 videos in two weeks and posted them on an account created specifically for that.

I made a series of videos saying, "This is how each Hogwarts house acts" during the pandemic when Harry Potter was going viral. I think it worked well because it resonated with everyone since we all know our Hogwarts houses, and everyone felt included. It was also engaging, funny, and short, and each of those videos gained between 300 and 700k views very quickly. I think a big part of doing well on social media is knowing how to utilise the algorithm to our advantage and staying very updated on daily trends.