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What’s the secret? Authenticity. Sorry to break it to you, but thousands of people go “viral” everyday and nothing comes from it. Having one video explode means nothing if your entire brand, persona, and messaging is unclear and fractured. The creators that we’ve worked with that do the best financially (and emotionally lol) don’t chase views on one video. Instead, they focus on consistent reach and growth. The views can ebb and flow, but the core audience always returns and grows over time. When you do it this way, you build trust and connection. For this to be sustainable, it has to align with YOU. If it doesn’t, then you’ll build animosity towards content creation. In contrast, if you love it, it can feel effortless. You support your audience and they support you. So, ask yourself, what do YOU like? Video games? Working out? Art? Helping those in need? It can be ANYTHING. A lot of people over complicate this, so here’s the most practical way we can think to approach this: When you go to post the video does it FEEL like you? And does it do for you what you intended for the audience? If it’s supposed to be funny, does it make you laugh? If it’s supposed to be emotional does it make you tear up? If so, then you’re probably going the right way. And don’t panic, you can f*** it up. In fact, that makes it even more authentic.

Bro is unfathomably DENSE. 🎥 Some BTS of a shoot we did with @condemnedlabz for their @ironinfamy program. This one was a lot of fun, and we were able to capture a ton of great footage, making 5 videos in total. These guys are true legends with a good message, check them out.

California Ice Protein was born out of the need for a fresh start…and a fresh concept. 👀🧊 Our founder, Owen Hanson, reimagined his future from a federal prison cell, turning resilience into innovation. Together with a team of visionary minds, we set out to transform frozen desserts into something groundbreaking: protein-packed, organic fruit handcrafted ice cream bars that are as healthy as they are delicious. Our bars deliver over 20 grams of protein, organic fruits, and clean natural ingredients, all wrapped in bold California vibes. 😮‍💨🌴 If you’re fueling a workout, chasing your fitness goals, or simply craving something delicious, California Ice Protein bridges the gap between flavor and function. This is the start of a new chapter, a new way to enjoy healthy sweets, fitness, and life. Inspired by California’s energy and spirit, we’re here to help you crush your cravings and goals, one icy bite at a time. 🫵🏻 #CaliforniaPaletas #FuelYourGoals #ProteinRedefined #HealthyLiving

This lesson is something I remind myself of all the time. I often get in a little over my head on things and to help mitigate the stress, I tell myself “it’s just like riding a bike” or “I’ve done harder.” My brother, who’s suffered from depression his whole life, calls it “gamifying life.” You break anything you want down into small objectives, like a quest in a video game. And now that large insurmountable objective is just a bunch of tiny tasks. Want to climb a mountain? Take 1 step. Then when that’s done take another. By breaking things down and stringing out the objectives linearly each individual one becomes more manageable.

Building a billion dollar brand doesn’t happen overnight. It’s full of constant pivots, losses, and unexpected setbacks. The key to being successful is overcoming those setbacks. We recently flew down to Texas to film with @californiaiceprotein where they did just that. An event got canceled. Instead of packing up and calling it a day, they reached out to their network and made something happen. We were there to capture it. You to should document your journey. Share it, get people engaged, and help shine light on the hard work that actually goes into building a billion dollar brand.

@houstonlifetv was a blast! Here’s some BTS of our client @theofficialcakid and his brand @californiaiceprotein on set

Check out our new crib….. that we rented for our shoot with @realscienceathletics

Typical work day

A little look into our shoot with @theshellcorp for these absolutely 🔥 jackets

BTS of Making Viral Content👀 5 second shot 🤝 2 hour shoot For a single scene, we drove out to this cliffside overlook of Los Angeles to build an image that represents our brand identity. We’re not some dudes in a Burbank corporate office toiling away in monotone gray cubicles. We’re a boots on the ground team that create the best content from conceptualization to execution. And we have a damn good time doing it. Putting 100% effort into your work is the only way to get it done. But you gotta have a little fun while you’re at it🔥

A while back our dear friend @itsbengold wrote a book. If you’re interested in AI, its impact on the world of business, or just want to hop on the train before Ben becomes famous, be sure to check it out on Amazon. Proud of you Ben. Here’s some BTS, showing how we lit this scene.

After years of helping generate almost a billion views for our clients, we are finally about to start making some content for ourselves. In the past, client work has always taken precedent. But now, after years of therapy, we learned you have to love yourself before you can love others. Our first video on “how to make viral content” is dropping next week. And here’s some BTS on how it was shot.