Creative Direction | Organic Social Video Content

Client: General Mills

Speed is its own creative discipline. These videos were built to move fast: concepted, produced, and published in response to trending audio, cultural moments, and the kind of internet conversations that have a 48-hour window before everyone moves on. As Content Director at The Social Lights, I led the creative concepting and oversaw execution for General Mills' brand portfolio, which meant knowing not just what was trending but which brand had a legitimate reason to show up in the conversation—and how to make it feel native rather than forced. When Choco Tacos were discontinued and the internet collectively mourned, we answered with a how-to using Old El Paso taco shells. When a trending audio format took over feeds, we built a version that fit the brand without losing the joke. The constraint of reactive content is that there's no time to overthink it.