Attention is the moat.
I help founders build personal brands that grow their businesses.
How I got here.
In 2017 I met Jordi Koalitic. He was a creator into photography, with 47K followers. I ran his social and content strategy from there to 36 million, and he became the most followed photographer in the world.
In 2021 they made me a cofounder, with equity. Today I also run Jordi’s partnerships with global brands.
How we built Jordi.
We chased shares, not views.
Every post was made to be sent to a friend. Show a strange setup, hold the reveal until the end, and people can’t help forwarding it.
We filmed the process.
Other photographers posted the final photo. We switched to video and showed how we got it. You didn’t need to care about photography. You just wanted to see how the shot turned out.
We used a phone.
Everyday objects, a phone and a result nobody expected. No expensive gear meant anyone watching could try it at home, and lots of people did.
We stopped talking.
This one was controversial. Jordi used to explain everything in Spanish. We cut it and let the video do the work, and suddenly it didn’t matter what language you spoke.
We put our first fans to work.
We started a WhatsApp group: free presets for anyone who shared our posts. We also sent every video to photography pages. On TikTok especially, that sped things up a lot.
We used sponsors for reach.
Giveaways with sponsors’ products gave new people a reason to find Jordi and join in.
We borrowed bigger audiences.
First photographers and creators bigger than us. Then Will Smith, J Balvin and Steve Aoki. We made something great for them, and they shared and tagged it.
Then it snowballed.
In that phase, TikTok went from 5M to 20M and Instagram from 2.3M to 5M.
47K became 36 million.
Good videos got people watching. The work was getting them in front of enough people.
Then brands came to us. We made content for Meta, Pepsi, Nike, Adobe and Lenovo, and ran content strategy for FC Barcelona and Xiaomi. For Xiaomi alone, 1.6 billion views in 2024.
Work with me.
Every founder is different, so the plan is built around you. You work directly with me on strategy and creative direction.
$5,000 a month, plus a performance fee on results we agree on upfront. If you need filming and editing, my team does it at cost.
Minimum one year. Audiences take time to build.
