Founders Content
My journey in beauty started in-house at Dae, working with founder Amber Fillerup, before making the move to agency life. Since then, I've had the opportunity to work with founders like Rose-Marie Swift of RMS Beauty, Michelle Pfeiffer of Henry Rose, and many more across beauty, skincare, fragrance, and beyond. Every shoot is a little different, but my approach stays the same: create content that feels authentic to the founder, true to the brand, and genuinely interesting to watch. Below is a selection of my favorite founder-led work, all creatively briefed, filmed, and edited by me.
RMS Beauty
I've led creative briefing and filming across multiple founder shoots with Rose-Marie Swift, producing over 70 founder-led videos for RMS Beauty. As the lead on the account's TikTok strategy and management, I've been able to bring that same understanding of the audience into each shoot, creating content that highlights Rose-Marie's expertise, personality, and approach to beauty. Select videos are linked below to view their performance.
Iris & Romeo
Across two founder shoots at Michelle Gough Baril’s beautiful home in Sonoma, I worked alongside my teammate Kailin to brief, film, and edit 36 founder-led videos for Iris & Romeo. Our focus was bringing Michelle’s expertise, personality, and perspective on beauty to the forefront through content that felt personal and approachable. Founder content has since become some of the brand’s strongest-performing creative, with more than 5 videos surpassing 1 million views and five earning more than 500 saves.
Lake & Skye
For Lake & Skye, I led creative briefing and filming for 14 founder-led videos with Courtney. Knowing she wasn't naturally comfortable in front of the camera, I focused on creating a relaxed, conversational environment that helped her feel at ease and confident on set. I also used this shoot as an opportunity to train fellow team member Anna. This was my most recent founder shoot, so not all content has gone live just yet.
Dayly
I filmed 18 founder-led videos for Dayly across two shoot days, one independently and one alongside my teammate Kailin. With the brand preparing for launch, we focused on introducing the founder, her story, and the personality behind Dayly, even bringing her kids into a few concepts for a more personal touch. Several videos went on to surpass 1 million views.