Content Strategist | East London

JUVENAL
MAZÉ

Your content isn’t converting. The question is why.

Most people think the problem is the content. It is almost never the content.

Urban OutfittersPatta x NikeRING AwardsElite Models

75K organic views. Zero paid spend. Led directly to paid bookings. Built on a 30-minute diagnosis.

Book a Diagnosis Call

No pitch. 30 minutes. No cost. You leave knowing what is actually broken.

What changes after a Diagnosis Call

Clarity on
the Actual Problem

Not a symptom. The root cause.
The thing that has been blocking you.

A Strategy Built
Around the Diagnosis

Not a template. Built around
the specific gap we found.

A Clear Next Step.
Whatever it looks like.

A paid engagement or a change you make yourself.
You leave knowing exactly what it is. No pitch. No pressure.

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Selected Work

Creative Direction

Urban Outfitters x UNKNWN

Brief

Urban Outfitters wanted the collaboration to feel like it belonged to the culture it was referencing. Not a brand performing proximity. Actually inside it.

My role Led the full creative from concept to delivery. Shoot direction, production, edit, and post. Shaped the community event running alongside it, designed to give creatives direct access to industry professionals.

Campaign went live across Urban Outfitters channels. Directly led to involvement in the Patta x Nike x Playpiem project.

Creative Direction / Campaign / Post-Production

On-Ground Creative

Patta x Nike x Playpiem

Brief

Brought in from the Urban Outfitters work. Three culturally significant names in one room. The job was to capture it in a way that matched what the collab actually stood for. Not press photography. Cultural documentation.

My role On-ground creative coverage across the full event. Attendees, performances, DJs. The work had to live where audiences would immediately know if it felt staged.

Documented a collab between three major cultural names. Resulted from direct relationship built through the Urban Outfitters project.

Creative Coverage / Cultural Documentation

Press / Sports Media

RING Awards Red Carpet

The problem I solved

Official press credentials don't get issued to people who ask for them. They go to established outlets. I needed access before the access existed.

My role Built the positioning that made the credential request impossible to decline. Identified the right contacts, constructed the right context, and secured official press access to the red carpet without an existing outlet behind me. Shot the full event. Called back independently for the Eubank Jr vs Conor Benn pre-fight press.

Official press credentials secured. Ongoing credential invites. Called back for Eubank Jr press (2025). Access built from zero, before the invite existed.

Positioning / Sports Media / Press

Content Strategy

Doechii Colour Grading Breakdown

The problem I solved

Prove technical credibility and cultural relevance simultaneously. One post had to do both: establish expertise and show I understood why Doechii's visual identity was landing the way it was.

My role Identified the cultural moment, developed the content strategy, produced and posted the breakdown. Structured the hook and narrative to stop a scrolling audience and hold them through a technical explanation.

75K organic views. Zero paid amplification. Led directly to bookings for colour grading and videography work.

Content Strategy / Colour Grading / Organic Growth

A founder came in thinking their hook was broken. The diagnosis found a positioning gap. Three posts later, first inbound enquiry in four months. Additional work under NDA. Full results available on a call.

The Thinking

Most content fails
because people
skip the
diagnosis.

Here is what usually happens. You try something. It does not work. So you try something else. You post more. You get better equipment. You look at what other people are doing and copy the format.

None of it moves the number that matters.

The problem is not effort. It is not even the content. The problem is that you are solving for the wrong thing because you have not diagnosed what is actually broken.

Most content problems come from one of three places: the wrong message, the wrong structure, or content that builds attention when it needs to build demand. Those are not the same thing. Attention gets you views. Demand gets you conversions.

I have built content that reached 75K people with zero paid amplification. The reason it worked is the same reason most content does not. The strategy came before the execution, not after.

That is the gap. And it is diagnosable.

You can’t post your way out
of a positioning problem.

Book a Diagnosis Call

No pitch. 30 minutes. No cost.

What You Get

Four stages.
Diagnosis to implementation.

The Diagnosis Call

You find out what is actually broken.

30 minutes. You tell me what is not working. I ask the questions that get to the root cause, not the surface symptoms. Most people come in thinking they know the problem. By the end of the call, they have a different answer. This is where everything starts.

Free · 30 minutes

Written Diagnosis

You have the root cause in writing. Documented. Actionable. Yours.

After the call, I turn the diagnosis into a document. Root cause identified. The specific gap named. The fix mapped out in plain language. You can act on it yourself, hand it to a team, or use it as the brief for everything that follows. This stands alone as a complete deliverable.

250 · standalone

Content Strategy

You stop throwing things at the wall.

Built directly from the written diagnosis. Audience psychology, content architecture, conversion mechanics. The thinking that makes execution land. Not a template. Built around the specific gap we identified. The diagnosis costs 250. The strategy is what you build on top of it. Most clients complete both within the same month.

From 1,800

Direction, Production and Ongoing Partnership

You get content built to convert, not just to look good.

Creative direction, shoot production, post-production, content delivery. Built on the strategy from the diagnosis. Every visual decision has a reason. For ongoing work, this is a monthly engagement. You stay in the loop on decisions. I own the execution end to end.

From 1,500 per month · cancel any time

The Journey

You already know something is not working.
Here is what happens when you decide to fix it.

01 The Diagnosis Call 35 minutes

A focused 35-minute call. You walk me through what you are doing, what result you expected, and what you are actually getting. I ask the questions most people have not thought to ask. Nothing is prescribed at this stage. The only objective is to find what is actually blocking conversion.

Sound familiar?

You are putting out content consistently. The views are there, or they are not. Either way, the content is not producing the outcome you built it for. You have changed the format, the frequency, the platform. Nothing has materially shifted. You know the problem is real. You do not yet know what it is.

02 The Written Diagnosis Delivered within 5 working days

Everything uncovered on the call is documented. You receive a written diagnosis that names the root cause, explains why surface-level fixes have not worked, and sets out exactly what needs to change. This is not a report full of recommendations. It is a clear statement of what the problem actually is and why it has persisted.

Sound familiar?

You have stopped guessing. For the first time, the problem has a name. The diagnosis does not feel like criticism because it is accurate, not generic. You are starting to see the distance between what you thought the issue was and what it actually is.

03 The Content Strategy Delivered within 10 working days of diagnosis

The strategy is built around the diagnosis, not around a template. It covers what you should be communicating, to whom, at what stage of their decision-making, and why. Every element is tied to a conversion outcome. Nothing is included because it performs well on a dashboard.

Sound familiar?

You have a plan that was built specifically for your situation. You understand why every part of it exists. The guesswork is gone.

04 Direction, Production and Implementation Ongoing from strategy sign-off

Strategy without execution is just a document. This stage is where the plan becomes content. I direct the production process and make sure what goes out into the world is doing the job it was built to do.

Sound familiar?

You are watching the strategy produce real output for the first time. The content looks different because it is built differently. The brief exists. The intent behind every piece is clear. Execution is no longer a guessing game.

05 Ongoing Partnership Monthly, reviewed quarterly

Strategy is not a one-time event. Audiences shift, platforms change, and what converts today needs to be reassessed as the business grows. An ongoing partnership means the strategy stays live, gets updated with real performance data, and continues to serve the business at every stage of its development.

Sound familiar?

Content is no longer something you have to think about constantly. It is working. You can see exactly where it is taking you.

About

The diagnosis
comes before
the strategy.

Most strategists start with the plan. I start with the question: what is actually wrong?

That distinction matters because most content failures look like execution issues but are actually positioning gaps. Or they look like positioning gaps but are actually messaging gaps. Getting that diagnosis right is the difference between a strategy that works and one that produces activity without results.

I built access to Urban Outfitters, Patta x Nike, London Fashion Week, and RING Awards press from zero connections. Not through luck. Through positioning. The same diagnostic thinking I apply to every client brief. The problem I arrived with was never the real problem. That gap is where most content investment gets wasted.

75K

Organic views. Doechii breakdown. Zero paid amplification. Multiple paid bookings acquired directly.

43K

Views on a single organic post. 426 comments. Multiple inbound bookings from one piece of content.

Prior connections when I built access to London Fashion Week, sports media, and major brand shoots.

Years developing the visual instinct behind the strategy.