Brands don’t just want to dip in and out of culture. They want to be part of it. That means showing up with relevance, consistency, and a clear point of view (hopefully). The feed never stops scrolling - but the job is to make people pause, pay attention, maybe leave a comment, and actually care about what you’re putting out there.

Always-on social is a fun place to play. I cut my teeth with memes and scrappy TikToks, and these days it still involves memes and TikToks that are little less scrappy.

I don’t think always-on social is going anywhere. And I don’t think it should.

Subway
I was one of two social creatives brought on to run the Subway account at LADbible. We developed a social strategy that connected with the audience, and created content that made footlongs fun, fresh, and cool.

We launched that Subway TikTok account, and watched it rocket to become the fastest-growing TikTok account in ANZ.

Each week, our content calendar was stacked with more fillings than an Italian Herbs & Cheese footlong and all toasted to perfection. Below is a selection of some of my favourite pieces.

V Energy
While at LADbible, I supported the V Energy team with extra always-on content, often creating some of the dankest V memes known to man.

Gumtree
I’ve been supporting the Gumtree team and realised it needed it mascot to make its safety and payment features feel a little more, for lack of a better word, memorable. Introducing Gummy. A character born from my love of madcap, New Yorker-style cartoons (check out my Not Work tab) and brought to life to make these features fun and playful.