all content straight 2 social

'cause that's where culture comes first.

cycle brand voice

what: the voice, wit, and humor of a pioneering social-first publisher.

what i did: creative conception, series creation, original script writing, social copywriting.

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in 2016, the social media agency laundry service had grown weary of racking up impressions and engagements for the world's largest brands. instead, the CEO mused, the wild west of twitter needed a narrator for the cultures it so dearly loved. this separate arm would be called @cycle — @bycycle on twitter thanks to a rather difficult japanese engineer — and i would be its writer.

i created its first formats for editorial cuts — educational explanatory videos celebrating hot subjects in pop culture. a few viral memes, a digiday write-up, original skits, and key retweets later, cycle created a new paradigm for publishers and hasn't looked back since.