Guinep

^{Content creation, Social media (2025)}

The challenge: Guinep’s social presence nailed the basics. All that’s missing was the spark of entertaining, educational formats like memes, video, and founder content.

I was tasked with bringing the brand’s IG to life via social-fluent static and videoassets - anchored by a strong identity and a distinct, humorous tone of voice.

I contributed original concepts during brainstorms - like our Love it or Leave it series where Guinep’s founder Aaron weighs in on current wellness fads with equal parts wit and insight. From there, I took ownership of production, shooting iPhone content (in the thick of summer, help) and post-production, where I established an editing style that leaned into quippy, slightly sarcastic storytelling including ear- and eye-catching hooks. Then I dove deep into the arsenals of wellness culture to produce some memes that I imagine Guinep would send to the groupchat if it was a sentient being.

The result? A batch of short-form and static social-first content that entertains through irreverent online humor while also educating and entertaining audiences with an approachable, fresh, current voice. 

Click to discover the video content I made for Guinep (and buy some here, it’s my favorite drink) ︎︎︎