Clients: Pepsi, Gatorade, Netflix, Maccas, Carnival, Mountain Dew
The Problem: Social platforms saturated with content. Brands competing with every user's friends, family, and favourite creators. Average user scrolls 300 feet of content daily, giving each post less than a second. Blending in means being invisible.
The Solution: Develop distinctive visual and tonal signatures for each brand. Create content designed to stop the scroll, not just look professional.
The Impact: 2M+ reach on single April Fools post. Interactive Netflix campaigns drove thousands of participant responses. Platform-native content that generated engagement, not just views.
The Bigger Picture: In saturated social environments, distinctiveness isn't a creative preference - it's a business requirement.
“I worked with Mitch when he was the Creative Director at Red Engine. Mitch had a straight up approach I really appreciated. His work was always strategically sound and his creative direction ensured some of our work literally ‘broke the internet’. For example, his work on a simple April Fools post got over 2 million unique reach.”
— Renaud Frisé. Director Digital & Technology / Web3 & Metaverse | Speaker | The General Store
THE Thinking
Social media isn't a broadcast channel. It's a conversation happening at scale. Brands trying to interrupt that conversation with polished, professional content fail because they look like ads. The content that works looks like it belongs in the feed - but stands out from everything around it.
The challenge: how do you create content that's simultaneously native to the platform AND distinctive enough to stop someone mid-scroll?
Answer: Visual and tonal signatures that work even when muted (85% of social video is watched without sound), and content that invites participation rather than passive consumption.
Netflix | Choice-Driven Engagement
McDonald’s | Global Social Strategy & Content
My Role