As Creative Director and Video Director, I led Chefly’s first-ever video work, shaping the concepts, directing shoots, and building a simple, efficient production setup that worked for a self-funded startup. The focus was on high-impact, performance-led paid social content, balancing strong creative with tight budget control. Through rapid ideation, testing, and iteration, the work helped Chefly understand what resonated with their audience and scale confidently, contributing to growth from zero to £3m ARR and enabling £500k in paid social investment.