Content production and strategy for a creator
TingTing Lai
- 20+shoots planned and directed
- 9brands in her content, from Dior to Rimowa
- 11Reels and TikToks from the shoot days
Brief
TingTing Lai is a creator. She wanted content that looks considered and still feels native to each platform, and a plan that holds up in weeks when brand work and her own channel compete for the same days.
What I did
I built a content plan around her audience and platforms, with formats, posting rhythm and a clear role for each channel. I planned her shoots and directed them, from moodboard and shot list to the shoot day itself.
What happened
She now works from one plan instead of deciding one post at a time. Shoots run to a shot list, and her own content and her brand collaborations share one visual line.
From the shoots.
From the Dior story in Berlin light to trend Reels and outfit checks: a selection from one year of production.
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Michael Kors, Telegraphenamt Berlin -
Trend Reel, Chanel -
Trend Reel, Alaïa -
Shoot vlog, behind the camera
- 01
Audience & platforms
What her followers watch on each platform, and which channel does which job.
- 02
Content plan
Formats, rhythm and the slots that stay free for brand work.
- 03
Shoot planning
Moodboard, locations, looks and a shot list for every shoot day.
- 04
Direction
On set, so every take works in the format it was planned for.
- Content plan
- Format library
- Moodboards
- Shot lists
- Creative direction on set
The situation
Creators who grow quickly often end up posting from one day to the next. Brand deals arrive with their own deadlines, and the creator’s own content gets squeezed in between. TingTing wanted to keep her look and her rhythm while taking on more brand work.
A plan with room for brands
The plan set out which formats belong on which platform and how often each one runs. It also kept fixed slots open for brand collaborations, so a new deal fits into the week instead of pushing her own content aside.
Directing the shoots
Each shoot started with a moodboard and a shot list built from the plan. On the day I directed framing, light and movement so that each take worked as the format it was planned for. Batching shoots this way gave her material for several weeks from one day.
For brands, the same method becomes a content plan.
Content Strategy
Content plans, shoot planning and creative direction, and content strategy for creators.
A creator with plans to grow? Tell me about your channel.
Production and strategy from one person, as with TingTing Lai. Book a call or write to me directly.
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