Honestly, I just start by making a list. I’ll scroll through my For You Page and jot down trends, sounds, or editing styles that catch my eye—especially ones that I feel like I could put my own twist on. Then I’ll think about how I can make it fit whatever brand or message I’m working with, but still keep it fun and natural. I try not to force anything—if it doesn’t feel like something I would watch or share, I usually scrap it. My goal is for it to feel organic, like it just belongs on someone’s feed, but still has that hook to grab attention early on. Whether it’s humor, a cool transition, or just a super relatable moment, I always try to build off what people are already engaging with and make it my own.

One of my favorite TikTok campaigns was for a local indian restaurants owned by one of my friends that wanted to boost their midday crowd. The goal was to showcase their iced drinks and cozy vibe—but in a fun, scroll-stopping way.

My highest-performing video hit 684.5k views, and I think it blew up because it was creative and genuinely funny. I wasn’t trying too hard—it was just one of those videos where the idea came naturally, and I had fun editing it. People connected with it because it felt real and made them laugh. I think the combo of being relatable, unexpected, and well-edited is what made it take off. Sometimes it’s the ones you don’t overthink that end up doing the best.