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