I approach feedback as a chance to refine the 'vibe' and effectiveness of a video. I’m used to looking at metrics like watch time and shares to see where I can tighten my editing or make my delivery feel more organic. If the retention drops off early, I look at sharpening my hook; if the engagement is low, I work on making the call-to-action more relatable. I’m very comfortable with feedback because my goal is always the same: creating content that actually converts for the brand.

I look at a brief as a framework, not a script. To make it feel authentic, I translate the brand’s talking points into 'real' language and film in natural, lived-in settings—like my kitchen or home office—rather than a perfect studio. By focusing on the relatable 'why' behind a product, I can deliver the brand’s requirements while keeping the energy feeling like a genuine recommendation.

I treat the first 3 seconds as the most important part of the video. My process starts with identifying the 'pain point' or 'wow factor' of the product and putting it front and center, within those first 3 seconds. I use a mix of on-screen text overlays, fast-paced editing, and trending audio cues to trigger an immediate reaction. Having spent 20 years growing up with social media, I have an instinct for which hooks feel overused and which ones will actually stop the scroll.