Turning one creator into a publishing engine.
Ongoing Reel ideation, scripting and editing for etz.riz, a creator account on AI, careers and building with Claude.
- Client
- etz.riz, creator account
- Platform
- Instagram Reels + carousels
- Scope
- Ideation · Scripting · Editing
- Engagement
- Ongoing, weekly output
A creator with the expertise, and no time to make the volume.
etz.riz publishes about AI tooling, careers and building with Claude. Short-form rewards frequency, and a founder doing the actual work can't also write hooks and cut video every week. AI content also collapses into the same few formats fast, so without variety the account looks like one Reel on a loop.
Volume is the mechanic
Short-form needs consistent output; one Reel a month does nothing.
The niche repeats itself
AI content converges fast, so formats and angles must vary.
Founder time is the bottleneck
The creator should only have to film.
Take everything but filming off the creator's plate, with no two weeks looking the same.
Four rules that make the output repeatable.
One claim per Reel
“You can build a $20K/month app with zero coding” is a claim; “AI app builders” is a topic. Every video makes a claim.
The first frame does the work
The hook is on-screen text, legible before a word is spoken.
Promise, proof, path
The caption stack is the claim, a line of credibility, and how many steps follow.
Rotate the format, not just the topic
Talking head, POV skit, b-roll voiceover and designed carousel all rotate.
The grid, in rotation.
Talking head, skit, b-roll and carousel: same rules, different looks.
The caption stack is the whole script.
- 1
The claim
Heaviest weight, top of the stack, often framed as breaking news.
- 2
The proof line
One line on why it holds: a result, timeframe or tool.
- 3
The path
A count of the steps that follow.
- 4
Contrast against footage
Caption colour picked per Reel to stay legible over the footage.
- 5
Safe zone discipline
Text kept clear of Instagram's interface overlays.
BREAKING: You can reverse engineer your dream life using Claude.
The claim: specific and provable.
The science of going viral. One Claude skill breaks it all down for you.
The proof: names the mechanism.
Here’s exactly how, in 3 steps
The path: a counted promise.
Four formats doing four different jobs.
Direct value delivery
Camera-facing explanation with the hook on screen. The workhorse for anything instructional.
Relatability, no teaching
Short bits about client work and corporate life, made to be shared, with no lesson.
Mood over instruction
Atmospheric footage with a short caption and voiceover, for reflective or opinionated ideas.
Depth and saves
Illustrated covers with a serif headline for step-by-step breakdowns that get saved.
Idea to export, without the creator project-managing it.
- Step 01
Idea set
Claims, hooks and formats set.
- Step 02
Script + shot list
A spoken script and what to film.
- Step 03
Creator films
The only step that needs the creator.
- Step 04
Edit + captions
Paced cut, captions, b-roll and overlays.
- Step 05
Deliver
Export, caption and hashtags, ready to post.
Standards on every piece
- 1080 × 1920, 9:16
- Hook legible in frame one
- Captions inside the safe zone
- Burned-in captions throughout
- No dead air over 0.3s
- Checked muted and unmuted
- Format rotated against the last post
- Delivered ready to publish
A content function, not a video edit.
Video ideation
Weekly claims with formats assigned.
Hook writing
On-screen hooks, written before filming.
Scripting
Scripts written to be spoken.
Shot lists
Clear direction on what to film.
Editing
Paced cuts with b-roll and screen recordings.
Captions and text
Burned-in captions timed to speech.
Carousel design
Covers and slides for longer breakdowns.
Post copy
Caption and hashtags with every export.
4 formats
Rotated so posts never look alike
Film only
The only step the creator does
Ongoing
A weekly engagement, not a project
Content, design and video we've made.
Want the content function without hiring one?
Get a quote. If posting keeps slipping, it's usually the pipeline, not the ideas.
Real results for founders in the UK, US, Europe & Pakistan