Content · Marketing · PR · Creative direction
JAYLIN
PINASCO
A creative with a background in content creation, marketing, PR and creative direction. I make the work, from short-form video to campaign shoots, and build the strategy that gets it in front of the right people.
Scroll for the work
SELECTED WORK
Two brands I worked on directly, one spec campaign and one fashion editorial.
01DO OR DRINK / VIRAL STUDIOS
Content & marketing intern · Video production & editing · Packaging design
Brand work · 2025–26Short-form video, packaging and launch content for a party-game brand that grew from TikTok into Target.
VIEWS BY TIKTOK ACCOUNT
May 21, 2025 – May 20, 2026 · TikTok AnalyticsThe largest account alone reached 15M+ unique viewers. 91–99% of views came from the For You feed, so the reach was earned by the content, not by followers.
THE BRIEF
The games go viral on TikTok, but a 15-second clip doesn’t teach anyone how to play. Each piece had to sell the game, explain it, and still work on Amazon and in a buyer’s pitch deck.
WHAT I DID
- Gameplay shoots: planned and directed gameplay shoots, then edited the footage to highlight real reactions, build engaging transitions, and add captions and on-screen graphics.
- Tutorials: creative direction and editing for how-to videos that explain each game in seconds, written to work on TikTok and on Amazon listings.
- Creator marketing: led influencer and creator outreach for TikTok Shop, and tracked performance across TikTok, Instagram and YouTube.
- Amazon storefront: listing tiles with card previews, stat callouts and brand messaging.
- Retail launch: pitch decks and launch materials that helped move games into stores.
- Packaging & design: worked on the packaging and design for the full game line, from box art to card layouts.
TikToks I worked on
How-to tutorials
Gameplay content
Amazon storefront tiles
Retail launch
In-store launch content gave the TikTok audience a reason to look for the games on the shelf, connecting online attention to retail sales.
The game line · packaging & design
21 GAMES, ONE SHELF
- Do or DrinkWin or Blackout
- Do or DrinkDate Night
- Do or DrinkGirls Night
- Do or DrinkNaughty Edition
- Do or DrinkLitmas Edition
- Do or DrinkRedneck Edition
- Do or DrinkBlackout Tower
- ChainLinkWord race
- AnxietyParty game
- Are You Thinking What I’m Thinking?Inside-joke game
- ScrambledDice word game
- Wizards TavernStrategy drinking game
- CatfishedParty game
- Split DecisionParty game
- Who In Our Family?Family party game
- Know Your WorthAffirmation cards
- I Can Name…Party game
- Don’t Copy MeParty game
- A to ZWord game
- Spit It OutParty game
- ¿Cómo Se Dice?Family party game
Brand context
Viral Studios makes party and card games, including the Do or Drink line, and has sold 2M+ products with 1.3M+ followers across platforms. The brand grew on TikTok, so most people meet a game through a short video before they ever see the box. The challenge was turning that attention into lasting sales: teaching people how to play, giving every new release packaging that stands out on a crowded shelf, and carrying the same energy from TikTok to Amazon and into Target, Walmart and Spencer’s.
What I learned
Short-form content has two jobs: stop the scroll, then make the game make sense. The clips that pulled the most views, like the 1.3M-view Catfished video, were built on real reactions, so I learned to plan shoots around the moment people laugh, not around the product shot. I also learned to make one piece of content work in several places. A clip with clear captions and the rules up front could run on TikTok, sit on an Amazon listing and support a buyer pitch, which made every shoot more valuable to the business.
What I’d do next
With five accounts posting the same games, there’s room to test more deliberately: run different opening hooks for the same game across accounts and compare watch time and shares, then turn the best-performing tutorial format into a template for every new release so launches move faster.
02SOLEIL LUNE
Marketing strategy · Co-creative director · Stylist · Model
Brand work · 2026Marketing strategy and creative direction for one of an independent apparel brand’s first big releases: finding the audience, then producing and testing the Meta ads that sold the Henley Hoodie pre-order.
THE GOAL
Soleil Lune makes heavyweight basics from hemp and organic cotton. This campaign launched the Henley Hoodie, one of the brand’s first big releases, at $90 on pre-order.
As a new label, we had no existing customer base to sell to. We needed to find our audience on Instagram, build awareness and real interest in the product, and turn that interest into purchases on a small budget.
The campaign also had to grow the email list. Visitors were offered 15% off their first order for signing up, so people who weren’t ready to buy could be reached again through email campaigns and automated flows.
Just as important, we wanted a repeatable approach. What we learned about the audience, the creative and the spend had to carry into the next launch.
WHAT I DID
Marketing
- Audience: helped define who we were selling to, 18–38-year-olds on Instagram, and shaped the campaign around how that audience discovers and shops for clothing.
- Campaign planning: planned the ad campaigns around clear conversion goals: get people from an ad to a pre-order, or at least onto the email list.
- Creative testing: set up the photo vs. video A/B test, with four creatives in each set, so results rather than assumptions decided which direction to scale.
- Meta campaigns: worked with the founder on the Instagram-only campaigns, using a sales objective through the pre-order launch and the follow-up rounds.
- Performance review: read results by creative, including cost per purchase, reach and return on ad spend, and used them to decide which looks to keep and which to cut.
Creative
- Paid social creative: developed the concepts for the Meta ads and produced the photo and video assets, directing locations, palettes, styling and posing with the ad format and the sale in mind.
- Brand look: styled and modeled in the campaigns and kept the visual direction consistent across ads, social and the site.
Campaign photography
THE LOOKBOOK
The A/B test
PHOTO OR VIDEO: WHICH SELLS MORE HOODIES?
Two Meta ad sets with the same audience (Instagram only, US, ages 18–38) and the same offer. One ran photos, one ran video, four creatives each. Meta moved budget to whichever ad converted.
A · PHOTOS
$403 spent- $17.52
- per purchase
- 21.2K
- people reached
B · VIDEO
$1.80K spent- $19.17
- per purchase
- 77.4K
- people reached
A TIE ON EFFICIENCY
Both formats sold at about the same rate per 1,000 impressions (0.66 vs 0.63). Photos were 9% cheaper per sale.
VIDEO WON ON SCALE
Video earned 4× the impressions, so it brought 4× the buyers: 80% of all purchases.
ONE LOOK LED BOTH SETS
In the photo and video sets alike, every purchase came from the creative with one model looking straight into the camera. The group shots spent under $6 each before delivery stopped, so they never got a real chance to sell. It’s a strong signal worth retesting, not proof that eye contact drove the sales.
Return on ad spend by campaign
Dashed line: break-even at 1.6× ($57 gross profit on a $90 hoodie). Every campaign cleared it by more than double.
Every Meta campaign
| Campaign | Orders | Spend | Per order | Revenue | ROAS |
|---|---|---|---|---|---|
| Photo vs. video test | 117 | $2,209 | $18.88 | $10,530 | 4.8× |
| Photo-only follow-up | 32 | $821 | $25.65 | $2,880 | 3.5× |
| Third creative round | 41 | $964 | $23.50 | $3,690 | 3.8× |
| Total | 190 | $3,994 | $21.02 | $17,100 | 4.3× |
Revenue assumes one hoodie per order at the $90 pre-order price.
30 DAYS OF ADS: STORE & INSTAGRAM
During the 30-day Meta ad run · Shopify & Instagram InsightsHenley Hoodie sell-through by size
The Henley Hoodie brought in $11.5K, up 123%. Two sizes sold out completely.
Where the traffic came from
- Instagram drove 6.5K sessions, up 116%, and $4.4K in direct social sales.
- 88% of Instagram views came from non-followers, so the content was reaching new people, not just the existing audience.
- Top cities: Los Angeles, New York, Brooklyn, Seattle and Denver.
- 4 influencer placements with 118K–335K followers each.
What I learned
Testing beats guessing. We didn’t know whether photos or video would sell the hoodie, so we ran them side by side with the same audience and offer. Per 1,000 impressions they converted at almost the same rate, but Meta’s delivery leaned into video, giving it about four times the impressions, and that’s where most of the purchases came from.
The bigger lesson: the platform doesn’t split budget evenly. It shifts spend toward whatever gets results early, so a creative can lose before it has really been tested. Reading results ad by ad, including cost per purchase, reach and how each creative held up as spend grew, told us far more than campaign totals, and it shaped how we planned the follow-up rounds.
What I’d do next
Start the next launch with research instead of a blank page. I’d use Meta’s Ad Library and TikTok’s Creative Center to study how comparable apparel brands open their ads, show product and present offers, keeping in mind that the Ad Library shows what’s running but not how it performed.
From those patterns I’d write a few clear hypotheses to test, such as single-model video vs. a creator-style try-on, and give each creative enough spend to be judged fairly, for example by testing in separate ad sets. Then I’d put the email list to work with a welcome flow for new subscribers and retargeting for people who visited but didn’t buy, so the next drop starts with a warm audience.
03DYSON HAIR
Social media strategy · Content direction · Copywriting
Spec conceptA spec project: I redesigned what Dyson Hair’s Instagram could look like if it had its own beauty-first account, separate from fans and purifiers.
Spec concept, not affiliated with or endorsed by Dyson.
THE PROBLEM
Dyson’s hair tools share a feed with fans, purifiers and engineering close-ups, and most posts are polished product shots. It looks premium but feels repetitive, with little storytelling, personality or sense of the people who use the tools. That gives followers few reasons to stop, relate or engage. The opportunity was to make Dyson Hair feel native to Instagram, built around routines, results and personality instead of products on a clean background.
THE INSIGHT
77%of U.S. Gen Z consider social media a trusted source for beauty information. Mintel, 2025
MY APPROACH
I planned the grid around a mix of post types: getting-ready moments, finished-hair payoffs, product close-ups and a polished ad-style graphic. I wrote playful first-person captions to give the account a voice. The goal was a creator’s grid, not a catalog.
THE FEED, BEFORE & AFTER
Before · current feed
Hair content mixed with fans, purifiers and engineering shots.
After · my concept feed
Product close-ups, GRWM moments and finished styles, in a beauty-first voice.
Use the buttons, or drag the handle across the phone.
VoiceA relatable getting-ready moment that makes Dyson part of the routine.
Ad-styleA polished graphic that shows range beyond lifestyle content.
PayoffThe finished style in a mirror selfie: proof the tool delivers.
Product stylingA calm morning moment to balance the playful posts.The outcome
The concept shifts the feed from showing products to showing what they do for people. Product shots are still there, but they sit between relatable getting-ready moments, finished-hair payoffs and a playful first-person voice, so scrolling the grid feels more like following a stylist than browsing a catalog. That answers the original problem: every post has a reason to stop, whether it’s a joke, a transformation or a result worth saving, while Dyson’s products stay at the center.
What I’d do next
As a spec project, this has no live performance data yet. The next step would be to test it: run the relatable, people-first posts against the existing product-led style and compare saves, shares and comments to see which approach earns more engagement with Dyson’s audience.
04THE GARDEN & THE FOREST
Styling director · Model
Editorial · AcademicStyling director and model for a classmate’s 2000s-inspired fashion magazine that pairs fashion with Impressionist art.
The magazine has three sections, the pond, the garden and the forest, each drawn from works by Monet, Morisot and Pissarro. The challenge was making each look read as its painting at a glance while still feeling wearable and true to a 2000s mood. I art-directed the styling, built each look and modeled for the shoot.
THE GARDEN
Soft pastels, flowing silhouettes and ribbon-like movement for a garden-party feel. Look one pairs pastel green and pink, loose and layered. Look two brings in teal and sage with a woven cap and ruffled underlay. Look three closes in pale blue with a fringe scarf, layered bangles and silver heels.
THE FOREST
Drawn from Monet’s “Wood Lane,” Morisot’s “Julie Daydreaming” and Pissarro’s forests: a brown asymmetric skirt, sequin top and mustard bag in an earthy autumn palette, with layered textures and playful poses for a 2000s feel.
What I learned
Turning a reference into wardrobe is a strategy exercise as much as a styling one. I worked from each painting’s palette and mood first, then silhouette, then details, which kept every look recognizable and gave the shoot a clear system to follow. It’s the same skill behind a consistent brand campaign: translating a creative brief into specific choices a team can execute and an audience can recognize.
My channel · TikTok
@JAYZZONMYFEETT
Fashion and lifestyle content I plan, shoot and edit myself: fit checks, hair, travel and brand partnerships.
About me
HELLO! I’M JAY
I’m a creative with a background in content creation, marketing and PR, with a soft spot for fashion, beauty and camera rolls full of inspiration.
Inspiration comes from just about everywhere: a really good outfit, an old magazine, a random TikTok, something I noticed walking down the street. My camera roll is basically a never-ending mood board.
Whether I’m dreaming up a brand campaign, styling a look or making a video that ends up in the group chat, I want the work to feel fresh, thoughtful and a little unexpected.
At the end of the day, I think good content should look good, make people feel something and have a little fun along the way.
Skills
Toolbox
EXPERIENCE
Social content, posting and community for a boutique in Turlock, California.
Short-form content for small businesses through a San Luis Obispo marketing agency: on-site filming, editing, social media management and support on digital ad campaigns, tailored to each brand’s identity and audience.
Short-form video, packaging and design, content strategy, Amazon storefront, creator outreach, TikTok Shop.
Media strategy and outreach to 200+ California legislative offices for a children’s vision care bill.
Social content and partnerships with local schools, hospitals and businesses.
Social and ad content for a fashion boutique.
EDUCATION
B.A. Communication · 2022–2025
70 units alongside high school · Valedictorian
Orientation Leader · 2023