Working notes
Notes from the work.
Choosing creators, shaping a brief and making the next video better. Observations from my work in UGC, TikTok One and creative production.
By Vladislav Aleksandrov — in the video industry since 2013, based in Florianópolis, Brazil.
In UGC, it’s the creator that lands — not the concept
Same concept, same script, different person — and a completely different result. What I took from it.
TikTok One: a brief gets you the first video, recognition gets you the next ten
What changes when creators see the brand actually ran their video — and how I build that into the process.