POV: Fill the feed
I was brought on to help launch four major brands on TikTok Shop, building a content engine designed for the way people discover and shop on the platform.
Success on TikTok Shop comes from consistency. Brands that post frequently have more opportunities to appear in the For You feed, learn what resonates, and drive product discovery. Our goal was to seed each brand's feed with a steady stream of TikTok-native content while giving creators a clear example of the style and storytelling we wanted to inspire through future partnerships.
As Social Creative Director, I partnered with strategy to bring our content pillars to life, coached motion designers and AI prompters, collaborated with client and legal teams to create faster review workflows, and wasn't afraid to jump in front of the camera myself. We combined traditional UGC with AI-powered production in Pencil Pro, enabling us to create more than 145 assets across four brands in just seven weeks.
This project reinforced what I love most about modern creative: combining human creativity, AI, and social-first thinking to create authentic content at scale.
Drama Series
AI makes it possible to tell stories that would have been impractical—or impossible—to produce just a year ago. Inspired by the viral AI fruit drama trend on TikTok, I imagined muscle pain as the villain and our product as the unlikely hero, creating a concept for an entertaining mini-series featuring a cast of angry muscles.
Projects like this are why I love what I do. As live shopping shifts toward entertainment-first content with seamless shopping moments woven in, there's never been a more exciting time to experiment with bold, serialized storytelling.