Passing the phone
Client: Continua AI — the world’s first Social AI, always just a text away.
The Ask
Create a short-form vertical video for Instagram and TikTok that introduces Team Continua, giving followers and Tinny users a closer look at the humans behind the build.
The Insight
No two users are alike, and neither are their use cases. Highlighting the people behind the product humanizes Continua and shows how it flexes to fit real lives.
The Idea: Passing the phone
A “Passing the Phone” Reel/TikTok using this trending sound/format, where Continua team members rapidly share their unique, everyday ways of using the product.
Why It Works:
🎯 High engagement & retention: Fast transitions, multiple faces, and varied use cases keep viewers watching and sharing.
🎯 Versatility proof: Demonstrates that Continua adapts to different needs — there’s no single “right” way to use it.
🎯 Human-first branding: Puts real people front and center, building trust and relatability.
Role & Responsibilities:
✍🏾 Concept writing + social captioning
📋 Content production, storyboarding + visual storytelling
🎥 Shot + edited for mobile-first platforms (TikTok, and Reels)
🗓️ Planned weekly social cadence + rollout strategy
📲 Optimized this piece for vertical, thumb-stopping retention performance
Creator tools used:
iPhone 15 Pro Camera + iPhone 13 Pro Camera
3-in-1 Tripod
Small RGB Mini Rig Light
CapCut & Canva
TikTok Creator Studio & Meta Analytics
Google Workspace
ChatGPT & Gemini
Deliverable Links:
Analytics & Wins
📈 Discovery-driven reach: 81.9% of views came from non-followers, expanding brand awareness beyond the existing audience.
🌱 Audience crossover: Nearly one-third of interactions (30.8%) were driven by non-followers, showing resonance with first-time viewers.
🤝 Strong community response: The majority of interactions came from followers (69.2%), signaling healthy engagement from the core audience.
🔁 Share-forward content: Shares and comments made up a meaningful portion of engagement, reinforcing the video’s relatability and human appeal.
➕ Brand affinity boost: The format successfully balanced discovery and community-building, strengthening trust through human storytelling.