• Tokin’ Jew is a personality-led brand where meme culture, reposts, and reactive content drive a large portion of reach. My role sits at the intersection of strategy and execution — helping shape original content ideas, directing on-camera performance when needed, and editing social-first videos designed to test what resonates beyond memes alone.

    Rather than replacing what already works, my focus has been on adding depth and originality to the content mix while capitalizing on trends when appropriate.

  • - Content strategy and ideation in collaboration with the founder

    - Direction on filming approach and on-camera performance

    - Short-form video editing for Reels and TikTok

    - Identifying when to lean into trends vs. original storytelling

    - Evaluating performance beyond raw views (comments, engagement quality, saves)

  • Tokin’ Jew already performs well with memes and reposted content, so the goal wasn’t to compete with that — it was to expand the content ecosystem.

    I focused on two parallel lanes:

    1. Original, personality-driven videos that give the audience more depth and narrative

    2. Trend-based executions that feel native and timely, without losing brand voice

    This allowed us to test what kinds of original content sparked conversation and loyalty, not just passive views.

  • An original piece where I helped shape the idea, guided filming, and handled the edit.

    • 31.2K views

    • 1,270 likes

    • 433 comments

    • 187 shares

    • 12 reposts

    While this video reached fewer total views than meme content, it generated disproportionately high comment volume, signaling stronger audience engagement and conversation — an important metric for brand-led content.

  • A timely trend execution where the focus was speed, clarity, and strong social pacing.

    • 513K views

    • 15.9K likes

    • 533 comments

    • 18.6K shares

    • 111 reposts

    This video demonstrates the ability to identify the right trend, execute cleanly, and deliver scale, while still staying aligned with Tokin Jew’s tone.

Building a Founder-Led Brand & Content Engine through Con todo

3M+ views across platforms

Context

Con Todo Studio is my ceramics brand, which I built from the ground up as a solo founder and maker. The brand also became a space to intentionally learn and refine how founder-led content performs on social platforms.

What I did

  • Created and executed all social content end-to-end, from concept through publishing

  • Developed a consistent visual and narrative style for the brand

  • Tested different storytelling approaches, hooks, and pacing to improve engagement

  • Balanced product visuals with personal and behind-the-scenes moments

Result

A cohesive, founder-led content presence that feels personal and intentional, demonstrating how strong storytelling and clear hooks can turn process and product into engaging short-form video.

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