How do you turn an air fryer trend into 25.5M views?

By connecting McCain to a behaviour people were already excited about. As air fryers became the internet’s favourite kitchen appliance, we created a simple social video showing McCain fries cooking perfectly in one — taking a practical product benefit and placing it inside a conversation that was already moving fast online.

The strength of the idea was its simplicity – no over-explaining, no forced trend-jacking, just a clear reason to care. It gave audiences a useful food hack, showed the product in a timely new context, and made McCain feel relevant to the way people were cooking, sharing and discovering meal ideas at that moment.

Result: 25.5M views and 69K engagements.

How do you make product content feel at home in someone’s kitchen?

By working with a creator whose tone, format and audience were already a natural fit. As part of a half-term content series, the Daddy May Cooks video leaned into warm, family-focused food storytelling: simple, satisfying, and useful for parents looking for easy meal inspiration during a busy school break.

Rather than forcing the brand into a polished ad format, the content sat naturally within the creator’s world — making the product feel like part of the routine, not a hard sell.

Result: The half-term series drove 487K engagements, with this video featured as one example from the wider campaign.

How do you make a product launch feel native to social?

By borrowing from the visual language people already recognise: quick cuts, hand-held product shots, supermarket finds, fridge moments and simple transitions that make the content feel easy to watch, rather than overly produced.

For Lidl’s new protein range, I created a short, self-shot product showcase using UGC-inspired framing and native-style transitions. The video introduced multiple products quickly and clearly, keeping the focus on familiar behaviours — browsing, picking up, showing, stacking and tasting — rather than a heavy campaign message.

It worked as a lightweight way to turn a range launch into content that felt useful, accessible and scrollable, while still giving the products strong visibility.

Result: 30K organic views.

Role: Filming · Editing · Product styling · Social-first video creation

How do you make product education feel effortless on social?

By turning product benefits into a simple, watchable routine. For Lidl’s Cien skincare range, I created a short-form video using UGC-style framing, close-up product shots, on-screen benefit copy and soft native transitions to guide the viewer through the range without making it feel overloaded.

The video balanced product visibility with useful skincare context, showing textures, application and key ingredients in a format that felt familiar to beauty audiences. Rather than listing features in a static way, the content made the range feel easy to browse, understand and imagine using.

Result: 40K views.

Role: Filming · Editing · Product styling · On-screen copy · Social-first video creation

How do you turn a cultural moment into a social shopping idea?

By connecting Eurovision hype to a behaviour people already know: picking up themed snacks and drinks for a watch party.

For Lidl, I storyboarded the concept, created the shot list and wrote the copy for a short-form video built around Eurovision-inspired food finds. The idea used Lidl’s international range to create a playful “tour” through different countries, with each product framed around familiar Eurovision language, national references and simple in-store moments.

The format worked because it gave the audience a reason to browse: not just “here are some products,” but “here’s how to build your Eurovision snack table.” It turned a seasonal cultural moment into a fun, practical piece of social content with clear product visibility throughout.

Result: 840K organic views.

Role: Storyboarding · Shot list · Copywriting · Social concept · Product storytelling

How do you make a brand feel welcome at Pride?

By asking the right questions. For first direct, I travelled to Leeds Pride to help produce a two-part vox pop series, working with a videographer to capture real attendee voices in a way that felt joyful, quick and social-first.

I wrote the questions, approached attendees, helped guide the interviews, and — in peak glamorous producer fashion — appear in the video as the arm of the first direct skunk mascot. After filming, I edited the transcript down and worked with the video team to shape the strongest responses into the final piece.

Role: Interview questions · Vox pop production · Attendee outreach · Shoot support · Transcript edit · Video editor feedback