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 consistently tied Moe’s into topical and cultural conversations, including Buffalo sports moments and internet trends. Beyond sports, I kept the brand plugged into whatever was happening online and in culture so the content felt like it was coming from someone who actually lives there, not a franchise account. The goal was for Moe's to feel like a Buffalo staple, not just another fast casual option that happened to open nearby.