Joel Marlinarson: Becoming a content creator and strategist

29 Aug

Think content creation is just hitting record? Joel Marlinarson proves otherwise. He has only just graduated and already has a client list that many creatives would aspire to have.

From working with M&S Food to British Vogue, he shares the strategy and story behind being the 'Coldest Creative.’

What’s the most straightforward way to explain who you are and what you do?

I’m a content creator, social strategist, and I run Coldest Creative, where I produce social media content for fashion, food, and entertainment brands both in front of and behind the camera.

What assumptions do people make about you? How right are they?

Working in social media or being a creator, people assume it’s vapid and that you're simply paid to hit record on ‘silly’ TikToks all day. That’s far from the truth - there’s so much strategy, cultural insight and production that goes into the making of a final piece of branded content online. Even a 'behind the scenes' content is just a carefully curated construction of the work that goes into it.

What’s your background to get you to where you are today?

I’ve always been creative, but the medium has changed. When I was 8, I taught myself how to edit basic videos using Adobe Premiere Elements and would film anything I could with the family camcorder. At 12, I started a clothing brand and realised I most enjoyed using social media to creatively market the business through social content. Aged 17, I pitched myself for a freelance social assistant role on the Chicken Shop Date series and learned an immense deal about working with talent and brands behind the camera. Then while freelancing and studying Graphic Branding at uni, I began growing my personal on TikTok, sharing my creative insights, breaking down brand strategies, which led to huge opportunities, flying to the US to deliver workshops and signing dream brands. This meant I graduated this year with an existing business, ‘personal brand’, client list and an eagerness to commit more time to it. Today, I work with brands such as M&S Food, British Vogue, Pull&Bear and many more.

What excites you most about what you do?

It’s the range. I get to move between strategy sessions uncovering a brand from the inside out, to being on set filming social content with exciting talent. A recent standout was being selected for the Creator Fund at Cannes Lions this year - some serendipitous moments really reminded me that you never know who is watching or consuming your work, the creator economy is only just getting started and being able to enter these rooms is a privilege.

Any tips for aspiring content creators?

Treat your craft like a business, because it absolutely is. Think short, mid and long term about every decision, partnership, or deal you take. Whether you’re in front or behind the camera, being able to zoom out and re-evaluate your ‘why’ will help steer the tougher days.

A niché question but an important one...How aware are you about accessibility?

Accessibility serves everyone and it’s something I’ve had to think about more as I work with clients in different markets. Being culturally aware is part of the job, but on a practical level, something as simple as adding on-screen captions in videos can make content digestible for more people, whether that’s someone who’s hard of hearing, not wearing headphones or just scrolling TikTok on mute on the tube. It’s second nature.

And finally, What's the plan for you? Where you heading?

As I said, I definitely view my creative work through the lens of my business. Over the next few years, I want to keep straddling both sides: being a creative behind the scenes while also growing my presence online. The two feed into each other since my audience engages with my takes on brand and social media marketing… and that visibility has been a huge driver in putting Coldest Creative on the map.