3.4 Million Views - Cultural Commentary Meets Relationship Coaching
The Challenge: Transform a camera-shy relationship coach into a viral sensation by developing a content strategy that could break through Instagram's saturated coaching market.
The Creative Solution: I designed and executed an experimental campaign series that tapped into cultural zeitgeist moments, creating provocative relationship commentary around trending public figures and current events. When the client preferred to remain off-camera, I pivoted to serve as the on-screen talent while maintaining her authentic voice and expertise.
My Role: End-to-end creative production including:
Strategic concept development and cultural trend analysis
Collaborative scriptwriting to capture the client's unique perspective
On-camera performance and direction
Full video production (pre-production, filming, post-production)
Content curation and clip sourcing
Video editing and optimization for Instagram's algorithm
The Result: This experimental approach cracked the viral code for the relationship coaching niche, generating 3.4 million views across the campaign series. The top-performing video alone reached 1.6 million users, proving that relationship advice content can achieve massive reach when it intersects with cultural moments and delivers unexpected perspectives that resonate with modern audiences.
First Class Tattoo x Ryan Abe - YouTube Creator Testimonial
Role: Director, Cinematographer, Editor (Full Production)
Produced an authentic influencer testimonial featuring YouTuber Ryan Abe (500K+ subscribers, "Average Army" fanbase) for First Class Tattoo's social media campaign. Captured the veteran content creator's 9th-11th tattoo session with owner Mikhail Anderson, emphasizing the personal storytelling behind each family-oriented piece—a lazy boy chair honoring his grandmother, a pop-up trailer for his uncle, and a lightbulb commemorating his late mother. The interview showcases Abe's decade-long YouTube journey while highlighting his genuine endorsement ("I would travel from Hong Kong if I had to"). Combined personality-driven interview segments with craft-focused process footage, creating content optimized for cross-platform distribution. The piece leverages Abe's established authenticity and self-deprecating humor to position First Class Tattoo as the destination for meaningful, expertly executed tattoo work.
Campaign Impact: Authentic influencer content reaching 124K+ Instagram and 500K+ YouTube followers.
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