During the pandemic I downloaded TikTok — and my life changed forever.

But what really catapulted me to those companies wasn't my casting: it was social media. TikTok was taking its first steps, and I became one of the most-followed profiles in the gaming community.

I understood that hiring me no longer meant “having a caster”: it meant adding viewers and growing profits.

Over time I've built different profiles that led to unimaginable feats — like sharing a court with the best padel players in the world, or working for Skydance and Netflix on the Rafa Nadal documentary.

And now my challenge is to do the same — but with different businesses and sectors.

Before working with any client I like to understand them deeply: spot their strengths to amplify them and their weaknesses to design the best possible strategy. Because millions of views doesn't mean winning new clients. We need them to trust us and to create the need for the product we want to sell — and that's only achieved with a good strategy.

The crazier the challenge, the more it drives me. To date I've made every single client go viral — and not just by understanding algorithms or making good videos: it's down to constant trial and error, analysing what doesn't work and adapting the strategy until we hit the video that explodes.

Every business can gain a lot from organic content on social media, but not all can squeeze it with the same potential. That's why I don't accept every proposal: I only work with the clients best placed to monetise major exposure. The problem is almost never “my company is B2B and wouldn't work on social”; the problem is usually generating leads and not being able to handle them with the professionalism they deserve.