Founded in Barcelona in 2002, Domestika is an online platform producing the full gamut of creative courses in several languages. Taught by industry professionals and well-known creatives from across the globe, Domestika’s online courses span topics such as illustration, graphic design, and social media marketing.

Work

My role was to attract sales through free content, whether that was via Youtube tutorials, SEO-friendly blog articles, or social media. I did everything from pitching video tutorial ideas, directing artists on set, working with video editors, and finally optimising video content for Youtube, Instagram, and the Domestika blog.
Working closely with video editors, SEO specialists and the creative director, I proposed, researched and wrote 5-minute documentary-style videos to help establish Domestika as the online creative hub.
With over 5 million followers, Domestika’s social media channels are the company’s primary means of attracting new customers and establishing themselves as leaders in the online creative community. With my finger always on the pulse, I proposed, designed and wrote the Domestika’s Masterpiece format - which significantly drove up organic engagement and followers - as well as optimising Youtube content for Instagram and working with Domestika’s TikTok account.

TikTok

After in-depth trend research on TikTok, ASMR pieces were a great way to attract not just creatives, but all those interested in satisfying content. But this piece is also visually satisfying, too, hence the high number of plays (11.8K).
LinkedIn

After brainstorming and researching similar concepts on social media, I decided to use this format. I then asked in-house graphic designers to tell me what annoys them about their job, as well as what they love. This was one of Domestika's top performing LinkedIn posts, achieving 4.5K likes and 490 shares.
Instagram

The brief was to make art approachable to the everyday creative learner. In response, I created this 7-part Instagram carousel exposing interesting facts and techniques in Vermeer’s The Girl with a Pearl Earring. Included was a CTA in the last slide that triggered significant interaction and attracted hundreds more followers to Domestika’s Instagram page.
Blog/SEO

Listicles are a great way of creating scroller-friendly content. My blog post "10 Fashion Designs Inspired by Iconic Artworks" involved research, image-sourcing, and a knowledge of current affairs in the art world - this came out just as an exhibition was launched in London about the relationship between Yves Saint Laurent and famous artworks.
Youtube

I proposed, researched, and wrote the script for "The History of Calligraphy". In order to make a video no longer than 5-minutes, I had to condense a 4000 year history into 600 words, without making the script seem dense and difficult to follow. I worked closely with the video-editor, offering suggestions for images and graphics, and enhanced the Youtube SEO copy.
Youtube

After proposing and researching David's background, formulating an interview, and briefing him, I then conducted the interview. Later with the video editor, I transcribed the first cut, re-structured the video, and created a narrational script, as well as enhanced the Youtube SEO copy.
Youtube

I proposed, researched, wrote and co-edited this piece in line with the "Interesting Facts" Domestika format.

El Perro de Pavlov

Other work