2023 / Kemmler Kemmler Instagram https://r7mcl.com/wp-content/uploads/2023/05/No-bots-detected-🤖As-our-digital-community-expands-our-encounters-with-our-audience-are-but-fl.mp4 OBSERVATION As digital interactions grow more abstract, audiences often remain anonymous—reduced to icons, usernames, and metrics. Despite these shared interests, a strong desire persists to visualise the real people behind these accounts, highlighting a critical gap between connection and true visibility. KEY INSIGHT Audience data provides only fragments of identity. With the rise of AI, we can now translate these fragments into imagined visuals, using analytics not just for metrics, but as a creative input for storytelling. CREATIVE CONCEPT I collaborated with Berlin-based digital artist Evan Loxton to visualise the audience of the brand Kemmler Kemmler. By feeding Instagram data into an AI model, we generated a moving portrait of an evolving, imagined face, bridging the gap between data and human community. WHY IT WORKED The project transformed abstract analytics into a compelling visual narrative that blurred the line between technology and identity, resonating with viewers to become Kemmler Kemmler’s most-viewed Reel. VIEWS REACH
International Women’s Day Feature
2024 / Kemmler Kemmler Instagram OBSERVATION International Women’s Day is a pivotal moment to spotlight women’s contributions. This is especially true within the world of hair, which holds profound significance for Black women as a space for storytelling, creativity, and connection. By centring Berlin-based hairstylist Nappy Child, we honoured this intersection with genuine authenticity. KEY INSIGHT Despite growing efforts to elevate FLINTA* voices, many women in creative fields still lack visibility. Featuring a respected local creative like Nappy Child provided a platform for a narrative that was deeply personal and universally resonant. CREATIVE CONCEPT We documented a day in Nappy Child’s home studio, capturing her creative process and the intimate bond with her client. We explored the interconnectedness of her identity, work, and womanhood through warm visuals and reflective storytelling. This was shared via behind-the-scenes imagery and an interview overlay on Instagram Stories, celebrating her impact across communities. WHY IT WORKED The project was rooted in honesty and connection, and amplified by Nappy Child’s openness. The resonant visual storytelling facilitated meaningful dialogue, aligning with the core spirit of International Women’s Day.
Nasrin Truong
2018-2019 / Freelance Instagram Pinterest The Case of Missing Authority CHALLENGE Nasrin Truong possessed expertise as an aesthetician, but her social media presence failed to reflect her authority in the skincare space. The content was inconsistent, the visual identity was unclear, and engagement was stagnant at 1.1% – below the industry benchmark for creators. This made it difficult to attract new followers and high-value brand partnerships her expertise deserved. A New Foundation STRATEGY A Three-Pillar Framework for Growth Digital transformation We transitioned from sporadic content posting to a strategic, brand-building engine. This holistic framework ensured every piece of content, from an Instagram Story to a Pinterest pin, was intentional, on-brand, and optimised for performance. Creating Cohesion out of Chaos Visuals & Identity Overview A strong brand is the foundation of recognition. We moved away from a disjointed aesthetic to build a visual world that realised Nasrin’s creative vision and reflected her expertise as a professional aesthetician. Define a Refined Visual Language We established a sophisticated colour grading, set design, and a comprehensive visual style guide. This ensured consistency, making her feed instantly recognisable and professionally credible. A strong brand is the foundation of recognition. We moved away from a disjointed aesthetic to build a visual world that realised Nasrin’s creative vision and reflected her expertise as a professional aesthetician. We established a sophisticated colour grading, set design, and a comprehensive visual style guide. This ensured consistency, making her feed instantly recognisable and professionally credible. Building a PERFORMANCE-DRIVEN Content Lab Testing & Optimisation Overview In this digital landscape, agility is key. We implemented a “test, learn, and optimise” model to systematically identify what resonated most with the audience, turning content creation into a data-informed science. Systematic Content Optimisation Developed and executed an agile content engine that moved beyond cross-posting to tailor strategy per platform, while systematic A/B testing of variables like content formats and audience targeting provided the data-driven insights to continuously optimise and double down on what worked. In this digital landscape, agility is key. We implemented a “test, learn, and optimise” model to systematically identify what resonated most with the audience, turning content creation into a data-informed science. Developed and executed an agile content engine that moved beyond cross-posting to tailor strategy per platform, while systematic A/B testing of variables like content formats and audience targeting provided the data-driven insights to continuously optimise and double down on what worked. Leveraging Data as a Strategic Compass Analytics & Insight Overview Intuition is valuable, but data is definitive. We used analytics as a strategic compass, moving beyond vanity metrics to uncover actionable insights that fuelled continuous growth and identified new opportunities. Transforming Data into a Growth Roadmap Our data-driven approach went beyond surface-level metrics. Monthly deep dives into analytics and the competitive landscape revealed untapped opportunities, most notably on Pinterest. By pivoting its role to a proactive discovery tool optimised for search, we unlocked a new, high-intent traffic stream and significantly expanded reach. Intuition is valuable, but data is definitive. We used analytics as a strategic compass, moving beyond vanity metrics to uncover actionable insights that fuelled continuous growth and identified new opportunities. Our data-driven approach went beyond surface-level metrics. Monthly deep dives into analytics and the competitive landscape revealed untapped opportunities, most notably on Pinterest. By pivoting its role to a proactive discovery tool optimised for search, we unlocked a new, high-intent traffic stream and significantly expanded reach. THE EXECUTION RESULTS BEFORE AFTER The Partnership Payoff RESULTS Sol De Janiero GIFT COLLAB POST Function of Beauty AFFILIATE PROGRAMME POST Pixi Beauty GIFT COLLAB POST Farmacy GIFT COLLAB POST Strategy sealed and growth delivered CONCLUSION Nasrin’s transformation is a testament to a core principle: modern influence is forged where art meets science. We united a distinctive creative vision with a disciplined, data-driven framework to repackage her expertise into a compelling brand narrative. The result is a high-value asset, primed for partnership and growth.