John Nellis
Process
My role spans the full creative process, from identifying high-potential ideas and shaping overall YouTube strategy to optimising titles and thumbnails, scripting intros, structuring stories and providing edit feedback throughout production.
Strategy
Every video begins with finding an idea that has the potential to become a global hit.
From there, every stage is designed to maximise performance: packaging that earns the click, intros that immediately hook viewers, story structures built around progression and escalation, and edits optimised to maximise audience retention.
One example was Kylian Mbappé Surprised His Biggest Fan, which became the biggest video in John's channel history with 20 million views.
Results
Helped scale the channel from 600,000 to over 14 million subscribers, with multiple videos surpassing 10 million views, including the biggest in the channel's history with 20 million views.
