Producer & creative strategist

Content, craft & strategy.

I shape ideas into video that grows audiences.

From concept and direction through to what makes people watch — and watch again.

View AI-assisted work
Portrait of Mohammed Imran
Based in Singapore
8+ years in video

About

I’m a video producer and creative with 8+ years developing, directing and producing content across YouTube, TikTok and Instagram for a major Singapore broadcaster. I take projects from concept and scripting through filming, editing and motion graphics, then use audience data to sharpen how they’re packaged and distributed. I also experiment with generative AI and build creative tools and workflows that help scale output without losing quality.

AI-assisted creative projects

Independent experiments exploring where generative AI can speed up ideation, scripting, audio, visual development and production — with human creative direction and final judgment kept in the loop.

The Midnight Parade artwork: four silhouettes on a rain-soaked rooftop at night
End-to-end AI experimentMusic + visualsManual final edit

The Midnight Parade

A self-initiated fictional band project testing how far generative AI could go across a complete creative pipeline — from lyrics and music through visual development and final video.

My role
Creative direction, AI generation workflow, visual development and final video editing.
AI used for
Lyrics, music and audio, and generated visual assets.
What I learned
Audience response showed how much visual language and authenticity matter. Highly realistic AI imagery can trigger stronger negative reactions than clearly stylised treatments.
Watch on YouTube
Embark Daily frame: hand-drawn stick figures debating around interface wireframes
AI-assisted productionScript + voiceScaled workflow

Embark Daily

An independent YouTube experiment in building a repeatable AI-assisted pipeline that turns ideas into publishable long-form videos efficiently.

My role
Concept development, AI workflow design, script generation, AI voice production, visual direction and publishing strategy.
AI used for
Scripts, voice and selected visual assets. Final editing was outsourced; visuals combined stock footage with AI-generated graphics.
Focus
Speed, repeatability and closing the distance between an idea and finished content.
Watch on YouTube

How I approach AI-assisted production

I use AI as part of a directed production system, not as a one-click replacement for creative work. Every project runs through the same loop.

  1. Brief & audience objective
  2. Concept & prompt design
  3. Generate and iterate assets
  4. Evaluate failure modes
  5. Manual edit & finishing
  6. Publish, observe & learn

Knowing where AI hurts matters as much as where it helps. I watch for continuity errors, unnatural motion, inconsistent subjects, weak text rendering, overly synthetic visuals and audience trust issues.

Commercial production

Branded and product-focused video, with an emphasis on visual presentation, concise storytelling and polished delivery.

Brand & product video, hands-on from shoot to finish.

Product work for Ubersuave and Reuzel, covering production and post-production — lighting the product well, telling the story in seconds, and delivering a clean final cut.

No AI tools used. Every frame here was shot on camera and edited by hand.

Commercial productionProduct videoShot on camera
Watch the playlist
Model running a hand through styled hair on a beach at golden hour
Ubersuave PomadeUbersuave
Reuzel Grooming Tonic bottle on a barbershop counter, with barbers blurred in the background
Reuzel Hair TonicReuzel

Systems, not just outputs

Workflows that help creative teams move faster — from automated content operations to AI-assisted research and ideation.

Custom GPTsGraphics generationMotion graphics

Custom GPTs for newsroom graphics

I built custom GPTs that generate individual graphic assets for newsroom video. They’re trained on royalty-free reference assets and produce reusable PNG elements that get combined with other visuals and brought into motion graphics for final production.

That makes specific assets much faster to create, while I keep manual control over composition, timing, layout and animation.

Frames from published newsroom videos. Tap to enlarge.

50%+

Content operations & automation

A Zapier workflow that produces repeatable, consistent graphics for video — the same font, size and colour palette every time. It runs entirely in Slack: type a line of text into the chat, and a few seconds later the bot replies with a transparent PNG overlay in the house style, ready to drop onto a video.

It’s built mainly for colleagues who aren’t video editors, so anyone can make on-brand text overlays and the brand stays consistent across every video.

  • Type text in Slack
  • Zapier + Placid render
  • PNG overlay returned
Zapier workflow: a Slack message triggers a filter, a webhook GET, title and image extraction, Placid graphic generation, then a Slack channel message
The Zapier flow behind it
Slack reply reading Here you go, with a PNG overlay of Tamil text on a purple caption bar
What the team sees in Slack

Creative track record

Newsroom production, social growth and platform-native short-form content.

8+ yrsVideo and creative experience
80K+TikTok followers grown from zero for our newsroom page
50%+Less production time through automation

Rapid-response newsroom content

Short-form content produced under tight live-newsroom deadlines, balancing speed, accuracy and engagement.

Social growth

Platform-native short-form formats built around hooks, pacing, packaging and audience retention.

End-to-end production

Concept, scripting, filming, editing, motion graphics, distribution strategy and iteration using audience data.