At Emcee, I lead content and creative direction for a creator-first platform built around discovery, participation, and community. My work focuses on building an original, social-native content engine—one that blends in-house production with creator collaboration to drive relevance, momentum, and brand affinity.
Role: Content Strategy + Creative Direction | Concept Development · Tone + Visual Direction · Rollout Strategy · Casting · Styling
Pillar 1: Seed
Send Products to Creators
Inspired by platform-native discovery models, Pillar 1 focused on identifying niche, viral, and entertaining content already performing on TikTok. We sourced creators behind these moments and invited them to recreate the same format—this time styled in Emcee. The result was instantly legible, algorithm-friendly content that embedded the brand directly into existing cultural conversations.
Pillar 2: Build
Collaborate with Creatives
Pillar 2 expanded beyond trend replication into original creative partnerships. We tapped illustrators, AI artists, CGI creators, and digital-first makers to reinterpret emcee through their own mediums. These collaborations pushed the brand into more conceptual territory—layering fashion with art, technology, and experimentation while signaling emcee’s commitment to co-creation. The collaboration with Shadrinsky went viral, generating 2.1M in engagement, 17.8M views, and 16.5K follows.
Pillar 3: Show
In-House Content
To ground the ecosystem, we developed a steady stream of in-house content focused on product, styling, and mood. Shot with restraint and intention, this layer established visual continuity while allowing the brand to move quickly, test ideas, and respond in real time.