Every project starts with two questions: what's the goal, and who are we reaching? Once that's clear, I put a system around it so the creative stays sharp and moves fast.

1. Brief & Research - I dig into the brand, audience, funnel stage, and identify the strongest angles.

2. Script & Hook Development - I write multiple hook and script variants, pulling from past performance data and platform best practices.

3. Production & Editing - I produce or direct content and handle post-production, building modular assets that can be tested and remixed.

4. Testing & Iteration - I launch variants, monitor early signals (CTR, hold rate, drop-off), and double down on what works.

5. Scale & Repurpose  - Winners get adapted across channels and formats. I build distribution plans so nothing gets wasted.