CREDITS:Role: Social Media Strategy & Content Creation
Client: Amidulce
Where Heritage Meets Sweet Innovation.
Key ideas included:
Static and close-up shots to showcase texture, color, and detail
Music inspired by Mexican culture and the feeling of a Saturday morning at home.
Behind-the-scenes content showing preparation, baking, and finishing touches
This past year, I worked with Amidulce, a San Francisco based bakery, to help strengthen their social media presence through content creation. The focus was on showcasing their Pan Dulce in a way that felt real, familiar, and true to the culture behind it. Through intentional visuals, behind-the-scenes moments, and short-form video, the goal was to create content that connected with people while increasing visibility and engagement.
How I Brought It to Life
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How I Brought It to Life 〰️
The core creative direction centered on making Pan Dulce the star. I focused on visuals and concepts that felt warm and had a familiar tone.
The intention was to create content that felt authentic, comforting, and shareable, while reinforcing Amidulce’s identity.
Execution
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Execution 〰️
Over the course of the project, I produced:
10 short-form videos
5 static posts
Ongoing Instagram Stories to promote pop-up events and in-person activations
Content Examples
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Content Examples 〰️
Outcomes
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Outcomes 〰️
3.2 MillioN
Video Views
The strategy leaned heavily into video, prioritizing formats that performed best on TikTok and Instagram Reels. Each piece of content was shot, edited, and optimized with platform-specific trends, pacing, and audio in mind.
Instagram Grid:
419K
Likes
6K
Comments
39K
Shares
Moodboard:
7 MillioN
Video Views
480K
Likes
3K
Comments
70K
Shares
13K
Followers Gained
18K
Followers Gained