An exciting area of opportunity for Pound Cake is to create a “Lips That Look Like Me” TikTok series — content made by real people with real lip tone issues, showcasing the confidence that comes with finally being seen. The idea: each short-form video starts with the before, where someone briefly shares a common struggle, like: “Every nude I tried made me look washed out.” “I used to think bold red wasn’t ‘for me.’” Then comes the Pound Cake switch-up — the lip quiz moment or the product swipe — followed by a glowing after, where they own their look with bold confidence. Think transitions, real reactions, and captions like: “Finally, a red that doesn’t fight my undertone.” “When the nude actually nudes... for me.”

Yes, I'd love to! I admire Pound Cake's bold approach to beauty and would be excited to grow with the brand long-term. I see so much creative potential to tell meaningful, empowering stories through your products, and I'd love to be a consistent voice in that journey.

Before creating any content, I immerse myself in the brand’s visuals, language, and core values — from your packaging to your tone of voice to how your audience engages. For Ellis Brooklyn, that means capturing a clean, elevated aesthetic while keeping it modern, expressive, and emotionally resonant. I focus on soft lighting, intentional visuals, and storytelling that reflects the scent experience: personal, playful, and sensorial. My process always starts with the question: What does it feel like to use this product — and how can I translate that feeling through visuals and sound? I pay attention to brand colours, moods, and product benefits to create videos that feel like an authentic extension of your existing content, while still bringing my personal touch and Gen Z perspective.