BEHIND THE TWEETS: Real creators. Real tweets. Really good content.
CONTENT PRODUCTION
Role: Creative Director
Client: Global Social & Editorial
Behind the Tweets is one of Twitter’s most-loved original content series—giving fans a look into the tweets that helped shape their favorite artists, streamers, and creators.
These weren’t complex brand campaigns—but they were some of our most emotionally sticky, fan-activating pieces of content. As Creative Director, I led the production of multiple episodes, including shoots with Valkyrae of 100 Thieves and oversight on our global collaboration with Japanese music icon Ado.
Behind The Tweets with Valkyrae
Shooting a fan-favorite episode—from script to screen
This was the first Behind the Tweets episode we produced entirely in-house—from concepting and talent coordination to scripting, production, and final edit. Our featured guest: Rachell “Valkyrae” Hofstetter—YouTube’s most-watched female streamer and co-owner of 100 Thieves.
We surfaced the best (and messiest) tweets from her early years, crafted a narrative arc that gave fans something unexpected, and designed a tone that was honest, playful, and creator-respecting. The result was a piece of content that felt totally on-brand for Rae and Twitter, and that drove organic reach across both gaming and fan creator communities.
—CREDITS
Director: Alisha Shimada
Photography: Dez Hester
Producer: Charles Childers
Motion & Animation: Kaitlyn Joe
Video Editor & Sound: Troy Stains
BEHIND THE TWEETS WITH ADO
CONTENT PRODUCTION
Role: Creative Oversight & Direction | Video
Client: Content Partnership (JAP)
When Japan’s masked hitmaker Ado released her new album Kyogen, Twitter Japan and the Global Social team tapped us to create a special Behind the Tweets episode timed to the launch.
Ado never shows her face—instead, she uses a stylized anime avatar that evolves with each album cycle. I provided creative oversight to ensure the motion templates and branded elements from our global BTT system were implemented correctly, and offered visual and narrative guidance to maintain consistency across markets.
The video was released in partnership with Ado’s team and the @TwitterMusic handle—earning over 2.5 million views and showing the power of fan-first content done with care, craft, and culture in mind.
