Social-first content
DESIGN | STRATEGY | MEASUREMENT & PERFORMANCE |
MOBILE FILMMAKING
Intro
Social media isn't just another place to publish content – it's where people discover brands, join conversations and decide whether something is worth their attention.
I approach every social campaign by thinking about how the audience uses each platform first, then building content that feels like it belongs there.
Whether I'm creating content from scratch or adapting a wider campaign, I always think about how the story can be told in a way that feels natural to the platform, rather than simply repurposed for it.
STRATEGY FIRST
My role often starts before a single frame has been filmed.
I work with clients to identify the stories worth telling, understand where social fits within the wider campaign and decide how different formats can work together. Rather than treating social as an afterthought, I help shape campaigns that are designed to work across multiple touchpoints from day one.
Whether that's collaborating with industry leaders, building a creator-led campaign or breaking down a larger piece of content into platform-first assets, the aim is always the same: make every piece of content feel intentional.
CREATING FOR THE FEED
Every decision is made with the platform in mind, from aspect ratios and subtitles to mobile filmmaking and pacing. I’m always pushing for a more authentic style that feels native to the feed rather than overly polished, making it easier for audiences to connect with the content.
I'm also thinking beyond the asset itself. Post copy, comments, Stories, replies and calls to action all become part of the creative, helping turn a single post into a conversation and encouraging audiences to engage without immediately sending them somewhere else.
MEASURING AND EVOLVING
I’ll analyse each post’s performance to understand what resonated, test different creative approaches and use those insights to shape future campaigns. Looking at engagement, watch time, customer journeys, and conversion helps build a clearer picture of what audiences respond to and how content can better support campaign goals.
This approach became central to the RSA Journal's quarterly social campaigns, where I co-led the strategy, production and performance across every issue. By continually refining the creative based on audience behaviour, the campaign went on to win multiple industry awards, including Best Use of Content on Social Media and Best Corporate Storyteller.
VIEW WORK BELOW
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VIEW WORK BELOW *
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