Content Creation
Curated and designed storytelling-driven content
Launched and grew the brand’s first social media presence after 17 years of Costco exclusivity, using storytelling-driven content to expand awareness and attract new audiences beyond existing members.
Owned full content creation and copywriting for True Blue from scratch — feed design, captions, and strategy. For the sister brand, designed selected social content as needed.
The content strategy took an awareness-first approach, using engaging social storytelling, warm and playful visuals to build brand familiarity and spark curiosity among new audiences. Rather than a clinical or premium aesthetic, the tone was intentionally casual and relatable — making health supplements feel approachable to everyday Australian families
Product storytelling
Relatable lifestyle moments
Educational tips
Challenge: Needed professional-quality, diverse visuals for campaigns and social content — but had no photography budget or external agency support for every brief.
Solution: Used AI image generation tools combined with Adobe Creative Suite to produce studio-quality visuals that matched the brand's aesthetic and organic content style. Developed effective prompting techniques to generate natural-looking lifestyle and product imagery — maintaining brand consistency without production costs.
Motion & Video: Produced animated feed content and short video posts to communicate complex product information — ingredients, health benefits, and usage — in a more engaging and digestible format than static posts. Motion was used strategically where information density was high, making content easier to understand without feeling text-heavy.