ADF Careers was struggling to get engagement on social because they were following traditional ad rules that didn’t fit the platforms. To fix this, I created a new set of social guidelines to help them show up in a more natural and relatable way. Platform-native fonts, lo-fi interview styles, and jump-cut edits were all now part of the toolkit. The result? Their new content got three times more views than usual and gave the client confidence to show up on social in an organic way.