I primarily use CapCut for video editing—it’s powerful, efficient, and perfect for creating high-impact short-form content with trending effects, captions, and audio. For visuals and illustrations, I use tools like Canva and Procreate (or other illustration apps), depending on the style needed. I’m confident in creating eye-catching videos and simple illustrations that align with a brand’s identity and emotionally connect with the audience.

My creative process starts with deeply understanding the brand’s story, audience, and goals—like Matka’s focus on Polish heritage and immigrant experiences. I then research relevant cultural moments, community conversations, and current trends to spark ideas. From there, I brainstorm content angles that blend emotional storytelling with platform-native formats (like Reels or TikTok sounds). I draft concepts with a strong hook, visual direction, and a clear purpose—whether it's to drive engagement, spark conversation, or support sales. Finally, I test, learn, and optimize based on performance data to keep the content fresh and impactful.

I stay up to date on social media trends by actively monitoring platforms like TikTok, Instagram, and LinkedIn daily, following trend reports, creators, and marketing newsletters, and analyzing content that resonates within communities—especially those tied to culture, identity, and storytelling. I don’t just observe trends—I adapt them creatively to fit the brand’s voice and mission, ensuring every piece of content feels both timely and true to Matka’s story.