Anneleen Vaes

Category: Content creation

  • Project of the week: baking a horrible cheesecake

    Project of the week: baking a horrible cheesecake

    This week’s project: filming a cheesecake disaster. 🙈 Yep, the cake was disgusting, but the video turned out pretty decent. Here’s what I learned from my latest videography challenge.

    You may or may not know: I’m currently enrolled in a videography course through SyntraPXL. I always wanted to deepen my videography skills, but I’m the type of person that learns faster from experts than on my own. So with some free time on my hands right now, I thought this was the perfect opportunity to start the course I had my eye on since 2020.

    @anneleenvaes Ik maakte een cheesecake met een recept van Pinterest en het was (zoals verwacht) too good to be true 🙈 #foodie #foodvideography #cheesecake ♬ origineel geluid – Anneleen Vaes

    And in the spirit of continuous learning, I like to challenge myself to a videography project from time to time to directly apply what I learned during the course. That’s exactly how this video came about: it’s a combination of the framing, lighting and editing skills (in Premiere Pro btw) we just learned in the course. Of course, as I’m passionate about food photography/videography, I decided to shoot a recipe. And being the content creator I am, I also tried out some best practices for content and storytelling.

    Oh, and I wouldn’t be my perfectionist self if there weren’t things I want to improve upon next time: the first being the white balance. We actually learned about white balance for video after I filmed this. The sound of the VO also isn’t completely up to my standard. On top of that, I’ll film vertically next time. For food, as I like to do a lot of close-ups, I don’t think filming horizontal, when I eventually need it to be vertical, works. But hey, that’s what practice is for. 😉

    Want to read more about my projects? Check out my personal rebranding project from this summer.

  • My favourite campaigns and content from 2025

    My favourite campaigns and content from 2025

    Just 2 more weeks and 2026 is upon us. The ideal time to look back at the campaigns and content of 2025 that have that “je ne sais quoi” factor to me.

    1. W Hotels “The Retreat”

    I honestly don’t get why there wasn’t much buzz around W Hotels’ “The Retreat”. The content series was clearly culture-driven, with The White Lotus and TikTok-esque drama sketches as obvious inspirations. It feels so now (or rather, then, as it launched over the summer 😉) and to me that’s what made it powerful. Add the bad acting, which actually makes total sense, and you’ve got me convinced.

    Check out my deep dive on W Hotels’ content series for more insights.

    2. Lewis CapALDI

    I don’t know what they put in the water over in the UK, but I feel like supermarket chains take a lot more risks when it comes to marketing over there. Honorable mention to Lidl for their knockoff Liam Gallagher parka.

    But the main prize for me goes to the collab Aldi pulled off with Lewis Capaldi. The man did a surprise live set on the rooftop of one of their stores, then rebranded it Cap-ALDI with a cardboard sign. It’s completely on brand for both the artist and the supermarket, as they both thrive on humor. And with Capaldi’s new album releasing not long after the stunt, the timing was also perfect.

    3. Gwyneth Paltrow as Astronomer’s spokesperson

    Speaking of concerts, I don’t think we’ll soon forget the candid kiss cam incident at a recent Coldplay show. For those living under a rock, the video quickly went viral as a couple featured on the screen abruptly ducked away from the camera. Turns out, they were having an affair.

    And the couple in this story? The CEO and HR manager of tech company Astronomer. Which, unsurprisingly, had repercussions for the press the company was getting. So they made the ultimate PR move by going straight to the source: Coldplay. As you might know, frontman Chris Martin was once married to Gwyneth Paltrow. Astronomer released a video in which Paltrow addresses the situation as the brand’s “spokesperson”. In reality, she uses the moment to introduce the company.

    Smart AF. They already had the attention because of the scandal, but managed to turn it into something positive. For me it’s the spinning that moment combined with the cultural relevance of choosing Paltrow specifically.

    4. Charlie XCX starts a Substack

    Nope, Charli XCX isn’t my cup of tea, music-wise. But I do have mad respect for the way she handles her social media. First, she’s a big fan of the movie list platform Letterboxd and frequently talks about it in her (very chill) TikToks.

    But next to that the Brat-singer also started a Substack, a subscription-based essay type of platform that’s winning popularity by the second. In her Substack, Charli shares a glimpse behind the scenes of showbiz and talks about her upcoming projects.

    The realities of being a pop star. by charli xcx

    According to my experience…

    Read on Substack

    So, is 2026 going to be the year blogging makes a comeback? As a former (and current) blogger myself, I wouldn’t mind! 🙊

    5. Mr. Fantasy

    I swear, I didn’t think Riverdale actor and all-around pretty boy KJ Apa had this in him. Like everyone, I first saw the actor on the once-great-turned-terrible Netflix show “Riverdale”. In it, Apa’s character, Archie, is the ultimate teenage heartthrob.

    So you wouldn’t expect that type of actor to completely step away from that image. But that’s exactly what Apa did on TikTok with his (unconfirmed) alter ego Mr. Fantasy. Mr. Fantasy claims to be a British musician. The quirky artist sports a dark bob, sunglasses, a gap-toothed smile and tattoos that are suspiciously reminiscent of … KJ Apa.

    @iamtherealmrfantasy

    Straight from the horses mouth 😜🤪 happy Monday everyone let’s keep going now where we ? 🤣🤣😜😜😜😜

    ♬ original sound – iamtherealmrfantasy

    And now the internet is absolutely fascinated by Mr. Fantasy, as neither the actor nor his entourage confirms or denies the rumours. Every time he posts on TikTok, the comment section goes off with questions like “Is this KJ?” and “Do we know why he’s doing this?”. All the while, Mr. Fantasy is living his best life, racking up brand deals and even performing during the Macy’s Thanksgiving Day Parade. Other celebs are following in his footsteps, with Timothée Chalamet rumoured to be TikTok rapper EsDeeKid, and Kevin James going undercover as art teacher Matt Taylor.

    6. The Summer I Turned Pretty

    This teen show (based on a book) on Amazon Prime was already in its third season when it went absolutely viral on TikTok this summer. Why? Because of the classic teen drama trope: a love triangle. But instead of Dawson or Pacey, the girl had to choose between two brothers. Yep, a bit outlandish, but trust me, it works. I found myself rooting for the underdog brother each week.

    And like I said, I was definitely not the only one. The series garnered over 70 million viewers in the first 70 days. To put that into perspective, that’s a 65% jump from the second season.

    @askkait Replying to @the summer i turned pretty The Summer I Turned Pretty 101 #tsitp #conrad #jeremiah #belly ♬ original sound – Kait Maniscalco

    With all those eyes on TSITP, brands profited as well. The biggest winner? That’s probably Taylor Swift, as her music is heavily featured throughout. In close second we have Coach. Their bag even played the main character in an episode this season. An excellent move on their part, as the fashion on the show quickly blew up too.

    Want more of my insights? Steal these 5 formats for Instagram that are both creative and fun.

  • 4 lessons you can learn from Pretty Little Marketer’s LinkedIn strategy

    4 lessons you can learn from Pretty Little Marketer’s LinkedIn strategy

    LinkedIn has officially entered its creator era, and honestly, I don’t even mind. One creator that’s really killing it? Pretty Little Marketer! Here are 4 pages you can take from her playbook to score on LinkedIn.

    If you haven’t come across Pretty Little Marketer yet: Sophie Miller, the creator, started the account back when she was still studying. Her goal? To create a safe space for other marketers to learn and grow. Today, Pretty Little Marketer has become exactly that: a go-to source for news, trends, tips and tricks on social media marketing.

    1. Tap into your audience’s pain points

    If you’re into social media marketing, you know that things tend to change quickly on those platforms. 😅 Staying up-to-date with those changes all by yourself and figuring out where Meta has hidden that one specific feature is pretty time-consuming. That’s why I follow Pretty Little Marketer, both for updates on those changes and how peers feel about them. The lesson here? Create content people want to bookmark and return to when they need answers.

    2. 2. Design makes all the difference

    The thing with content creation is that your message is only as good as the package it comes in. And this is something Pretty Little Marketer does well: her posts are visually pleasant, but also pack a lot of info without feeling cluttered. Nail that balance between aesthetics and valuable info and your content has real stopping power.

    3. Don’t shy away from humor

    The life of a social media manager is quite something. From constant Business Manager bugs to everyone thinking their nephew could do your job. 🙈 Yep, there’s a lot of material there to play around with. And Pretty Little Marketer does this brilliantly. Her funniest posts are often the simplest: a relatable one-liner about the chaos of social media management that makes you laugh and feel seen. In fact, I’m pretty sure that’s how she reeled me in. The takeaway: don’t be the next expert on LinkedIn trying too hard to sound serious. If your audience appreciates humor (and most do), use it. Guaranteed to stop the scroll and build loyalty.

    4. Don’t give away all your insights for free

    While Pretty Little Marketer shares a ton of valuable info on LinkedIn, she saves the best for her own platform. Think blog posts, courses, memberships and templates. And that’s smart AF. Build credibility and prove your expertise on LinkedIn to get your audience over to your own platform and maybe even sign up or pay for that expertise. That, my friend, is a long-term content strategy.
    Need more social media inspo? Check out these 5 creative Instagram formats you’ll want to steal.
  • Formats I’m loving on Instagram ATM

    Formats I’m loving on Instagram ATM

    To be honest, I was bored of Instagram there for a minute. But the past months, I’ve seen some creative formats that spark interactivity and are just straight up fun.

    1. Carousel reveal

    I started seeing this one a few months ago, but with the holiday season coming up, I think we’re going to see a lot more of it. These carousel posts turn into an interactive experience with each card revealing a bit more. Good to up your completion rate, swipe-through rate and ultimately score higher in the algorithm.

    2. Catcher game

    I love gamification on Instagram, but I haven’t always found it easy to implement. Well, this post just proved me wrong. With a simple emoji slider and items falling from above, designer @sandracreatess made a retro catcher game and I’m all for it. Easy to make it your own, just use branded items and an emoji that fits the vibe better and you’re good to go. In terms of metrics, this is a great way to increase the (average) watch time on your Reels.

    3. Move your thumb to the beat

    I’m pretty sure this format is a brainchild from a millennial that loved playing Guitar Hero or Beat Saber, cause it literally has the same vibe. This type of Reel prompts you to tap your thumbs to the beat, with each beat triggering a visual change.
    What I especially like about this format, is that it keeps the platform in mind. Instagram is not a sound-on platform, but because the prompt is illustrated in the reel, you can still join in without actually having to hear the beat. All too often, brands and creators assume that people will take the extra step to watch their content integrally, but in reality, people are lazy and will scroll if your content doesn’t make sense for their user experience.

    4. Zoom in to see

    I must admit, I am the type of person that uses their phone as a mirror. 🙈 But I’m pretty sure I’m not the only one and this format proves it. It’s a simple image post combining a black shape with a prompt that asks you to zoom in on the shape to see … who wants a donut, who looks extra pretty today, who deserves a matcha latte. You get the gist of it. Easy, fun and effective for brands in terms of dwell time.

    5. And finally, a format I want to see blow up: shake to reveal

    Back when Instagram was just playing around with the shake to reveal sticker, I was thinking to myself: this has a lot of potential. But I must say, I haven’t seen a lot of brands taking advantage of it. I recently created some trial posts for an Italian food bar and it was a no-brainer to include an Instagram Story using that sticker where users had to shake the matcha latte. I can also see a brand that specialises in curly hair products using it as a reveal from straight to curly hair. Or from ingredients to a fully prepped cocktail. Like I said, there’s a lot of potential in that sticker. And in terms of metrics, this again will increase your engagement, as people will be triggered to shake and reveal.

    Gigio - shake for matcha
    Gigio - reveal the matcha

    Unlike that 5120×1080 trend I ranted about a while ago, these formats actually make the most of user experience. And that’s the difference between a gimmick and a format worth exploring. 😉

  • Burning questions for BNP’s Young Talent Awards

    Burning questions for BNP’s Young Talent Awards

    With the Young Talent Awards BNP Paribas Fortis celebrates young filmmakers. And for the 2024 edition the brand wanted to focus on short form content, as that really appeals to their target audience. They came to us for support on just that.

    My part? I came up with the concept and script of one of those short form vids in the teasing phase: a video where we asked the nominees some burning movie questions. A fun little project that was nice to see come to live.

  • Taking it OnShore with content marketing

    Taking it OnShore with content marketing

    If there is something that typically gets outsourced abroad in the advertising world, it’s production. Too expensive, not efficient, … All reasons to take your production off shore. But as a brand you’re risking a disconnect in culture, language and your carefully crafted brief. That’s where OnShore comes in, a fully independent digital production studio based in Belgium.

    Building a Belgian production studio from scratch isn’t an easy task. To me,  content marketing is a powerful tool to build rapport in this situation. For OnShore, I came up with a long term content strategy, all based on building trust for the brand. Alongside content strategy, I also did content creation and (motion) design. Below you can find some of my posts: