Photos @jmkettle took of me and a random Parisian girl on the beach in Nice last summer.

Every great ad starts with one question: “Why does someone actually want this?” Then ask “why?” three more times.

The only thing I miss about New York: At the snap of my fingers I can spawn a water and peanut butter mnms...

The more polished the internet becomes, the more valuable it is to look like an actual human being.

Typical UGC: “Here’s an app that helps you make money.” Storytelling: “Last year I had to say no to the trip. This year I booked the flight without thinking twice.”

It’s crazy what a little nature, sunshine and peace and quiet will do for your mental.

I missed you Amsterdam🥲

Most UGC stops at the feature. Better ads stop at the benefit. The best ads keep asking “why?” until they reach identity. Nobody buys a budgeting app. They buy the feeling of never checking their bank account before saying yes to dinner.

All you need in this life is a chrome hat and a true Eve by your side

Nothing in life is more important than a good judge of character.

Most brand integrations fail because the creator changes personalities halfway through. Storyteller for 45 seconds. Corporate spokesperson for 15 seconds. Keep the same voice throughout.

A lot of people seem confused by how my 7-10 minute sponsored stories convert. They’re thinking about the sponsor. I’m thinking about the character. If I spend 7 minutes making you relate to someone’s frustrations, goals, and insecurities, you’ve already bought into the story. The product is simply the mechanism that helps the character overcome those problems. That’s why it converts. People don’t buy products. They buy better versions of themselves.

You don’t see enough people stopping to smell the roses nowadays.

I offer you the analytics of some of my best performing videos. I encourage you to look at how long these videos are… you will rarely see these kind of numbers even on a 30 second video.

People don’t buy products. They buy better versions of themselves. One of my highest converting ads starts with me meeting the best dressed woman I’ve ever seen. For the next 9 minutes, the audience watches me try to answer one question: “How does she do it?” Every outfit. Every interaction. Every scene makes them admire her more. When I finally reveal the app she uses to organize her wardrobe (@fittedcloset), I’m not introducing a product. I’m revealing the answer to a question the audience has been asking for the last 9 minutes. That’s why it converts. (This video is an absolute masterclass in all aspects btw) tiktok.com/t/ZTA8V4TgC/

Good morning. Final day in Mexico City. I rly like this place, I think I’ll come back soon. The people are lovely, the shopping is good, and the tacos are great.