For this project, I created two hero videos and published biweekly stories that transformed Tova from a product into a movement.

My unique editing, humorous thought provoking questions at the beginning of the reels (e.g. "Would you batter chicken with Pringles?") hooked viewers, while the stories fostered authentic community growth.

At launch, this bold approach cut through generic reels, shaping Tova’s memorable first impression.

This campaign delivered high-retention reels for Eme IVANY, blending trendy visuals and bold editing to captivate viewers within 3 seconds.

Strategically timed for the festive season, the content prioritized value-first engagement, with the brand seamlessly integrated at the end to avoid an ad-like feel.

The natural captioning reinforced authentic discovery over promotion, while the brand gained repurposable assets for cross-platform use.

This reel hooked audiences by tapping into a universal pain point - Hong Kong’s competitive job market - through my personal journey as a foreigner navigating employment struggles. The opening frames leaned into raw relatability, while my eventual career shift kept viewers engaged.

Insta 360 entered the narrative organically as a solution to filming inefficiencies, not just a product. By framing it as a time-management tool for content creators, the brand’s value felt inherent to the story, not tacked on.

The reel’s second half delivered actionable tips, further cementing Insta 360’s role as an enabler - not an interruption.

The reel hooks instantly with rapid-fire cuts - flashing rare finds, hidden corners of the store, and close-ups of premium fabrics - all set to a pulse-pounding beat.

Phrases like “best streetwear” and “zero gatekeeping” tap into streetwear culture’s obsession with exclusivity, making viewers feel like insiders, not just shoppers.

Every camera rapidly angle shifts, avoiding static shots, tailoring for Gen Z’s short attention spans. The ending CTA feels organic, like a suggestion coming from a close friend, rather than an ad coming from an influencer.

This reel transformed brand storytelling by blending raw, personal confessions about mental health struggles with Float & Co’s purposeful positioning.

Through meticulous scripting and emotional resonance, the content never felt like an ad - instead, it offered genuine connection. The brand emerged naturally as a supportive solution, not a sales pitch.

Paired with a heartfelt caption, the reel prioritized authenticity over promotion, making Float & Co’s role feel organic rather than transactional.