Ideation

Production

Editing

Strategy

Ideation Production Editing Strategy

BRANDS I’ve worked with

Jetstar logo featuring black text with a white star on an orange gradient background.

Jetstar Airways’ TIKTOK ADMIN

Screenshot of Jetstar Australia's TikTok profile showing 165.8K followers and 4.5 million likes.

I’ve led Jetstar’s TikTok strategy for the past 3 years, creating the content to reshape the account into one of Australia’s earliest large-scale adoptions of “I can’t believe Jetstar posted that” brain-rot internet marketing.

The result: massive organic growth, a tripling of the account’s follower base, and a noticeable shift in audience sentiment - from “easy-to-hate budget airline” to genuine affection for the brand’s lo-fi meme presence. Along the way, the content regularly entered the wider news cycle and online pop-culture conversation.

key moments

* led the launch campaign for Jetstar’s new uniforms

* achieved 10+ organically viral videos with 1M+ views

* maintained an average engagement rate of ~20% across 3 years

Social media comment from user vicxdc saying 'Give the social media manager a raise' with 468 likes.
Text message with the name "That Guy" saying, "This is the duolingo of airline accounts".
Screenshot of a social media comment by MaybeMackenzie stating, "The editor is familiar with MLG culture this is insane."
Social media comment praising Jetstar for earning respect, mentioning Brissy Roar boys

JETSTAR’s BRAINROT APPROACH ACROSS OTHER CLIENTS

(Click videos to play!)

Grid of various app icons including Blizzard Entertainment, Carsales, Chobani, Dairy Queen, Jetstar, Love Island, MilkRun, OLX, Amazon Prime Video, PT Genuine, Shapes, Target, TimTam, UNIQLO, Vistaprint, and others.

Other brands I’ve Worked on ⤴

LAUNCHED SOME OF AUSTRALIAS BIGGEST BRANDS TIKTOK’S

Built and curated the Australian TikTok presence for brands like Dare and Aquila, driving early audience growth and surpassing launch KPI’s through internet-native creative strategy.

Also helped re-shape the social content direction for Blizzard Entertainment, MILKRUN and Arnott’s Shapes during brand refresh campaigns - leading to stronger engagement and more culturally resonant platform presence.

Black circle with the word 'AQUILA' in white uppercase letters in the center
Dare Iced Coffee Logo. Close-up of a bag of classic chocolate-flavored Idel coffee, with coffee beans floating in the background.

same brain, different worlds

Target Logo, A red and white target or bullseye with concentric circles.
Amazon Prime Video logo with white text on a blue background.
A large pink and purple heart-shaped gemstone reflects light at sunset over water, with the text "love island" in white font overlayed.

both sides of the LENS

Beyond editing, I’ve also appeared across a wide range of client campaigns -  helping bridge the gap between editing, direction, and on-camera content.

From creator-led social content to full brand productions, understanding both sides of the lens has become a core part of how I approach internet-native storytelling.

The mascot suit however, was a one off.

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creators