The Process: I led the social content strategy and produced both video and graphic content, shooting and editing short-form videos that made the food the hero. I used trend formats, clear hooks, and strong visual pacing to create content that felt native to the platform and Moe’s already impressive social presence. I consistently tied Moe’s into topical and cultural conversations, including Buffalo sports moments and internet trends. This helped the brand feel present in the community rather than promotional, positioning Moe’s as part of everyday routines instead of just another restaurant option. The goal was to introduce the brand with content that felt local, intentional, and worth engaging with.