G FUEL

The brand connection.

G FUEL is part of my creator portfolio. This sits on the creator side of my work: making content for my own audience through brand partnerships.

That experience informs the way I work with businesses today, from developing an idea to planning the content and shaping the final edit.

My approach to the creative.

My approach to creator work starts with what belongs in the audience’s feed. The aim is a recognisable voice, a clear idea and a reason for someone to keep watching.

About G FUEL.

G FUEL is an energy drink and supplement brand with deep roots in gaming and streaming culture. Its audience already spends hours watching creators, which makes creator video a natural place for the brand to appear.

What this means for your business.

Lifestyle brands do not need a hard sell in a short video. They need to appear where the audience already pays attention, in a format that feels native to the feed. Two videos in 2022 reached more than 20K views.

The lesson I carry into client work is to match the format to the platform first, then make the brand’s role in the video obvious within the first few seconds. If your product is consumed rather than installed, the same rule applies to local advertising and social content.

A local example: a coffee roaster or sports nutrition shop does not need a video that explains the product. It needs to show someone in the audience’s world using it, then say where to find it.