The Pop Profile series is a peek into the creative process of some of the most talented people making content on social media. It’s a chance for them to step out from behind the camera, into the spotlight, and let us pick their brains. This month, we’re talking with Erin Summer.
As part of our Pop Shop of high quality content creators, video editors and graphic designers, Erin Summer is a bright light both personally and in the content she creates. Her talents, to name a few, include feather art and design, photography, graphic design projects, creative studio, content creation and blogging. She describes herself as producing “colorful and whimsical creator content for brands who want to communicate visual optimism, regardless of language,” and if that doesn’t make you want to get to know her more, we don’t know what will. We were lucky enough to chat with Erin on getting started as a content creator, her creative process, and more. As you’ll see, her sunshiny disposition is highly contagious.
A bit on Erin:
Hi! My name is Erin, I am a photographer and visual content creator from Toronto, Canada. My passion is creating colorful and whimsical creative content for brands who want to communicate visual optimism, regardless of language. When it comes to design, I love to combine photography, art, graphic design, and a touch of humor. In my spare time I am into reading, travel, playing with my two rescue dogs and decorating our new (150 year old) house in the country just outside of Toronto.
On turning her passions into a full time gig:
I started by creating my Instagram account and using it as a launching pad/portfolio to showcase the work I was doing just for fun. Eventually brands started reaching out to me to create content in exchange for product, and then eventually I started attracting paid work. It was then I had the courage to actually launch my own design business and get serious about pursuing content creation as my full time job. I feel really lucky to be able to devote my full time and attention to my creative business.
On her favorite collabs:
I’ve truly loved every campaign I’ve worked on via Popular Pays! If I had to choose, I’d pick my very first campaign because that was when I realized how amazing the Pop Pays experience is! I was lucky enough to be chosen for the Valentine’s Day Pinterest campaign for Tim Horton’s (a big deal here in Canada!) It was a big ask- 12 assets with a 48 hour deadline- but I did it, and I realized then that I (occasionally) work well under pressure!
Outside of Popular Pays, one of my favorite brand collabs has been with Benefit Cosmetics. They reached out to me when I was still new to the content creation business, and I was very unsure if I was ready to take on such a big brand. I was hired to create an entire campaign for an international rollout. When all was said and done, I saw my work all over the Benefit Cosmetic social media channels, in Sephora stores, and even on a billboard in San Francisco. That’s when I thought, “omg this is for real!”
A peek into her creative process:
First of all, I like to really read over the brief to get a feel for what the brand is asking for. Then I like to dive into their social media and/or website to get a feel for their current aesthetic. Recently I’ve completed some work for brands like Gushers and Pizza Hut who both really like to lean into their funny and silly side. I love that! I take my cues from the brand’s current vibe, and I try to run with it. I take notes and start brainstorming ideas, and then I pick the ones I feel are the strongest concepts and start shooting!
Advice on getting started:
I’d say, even if you feel like you are “not quite there yet” Just go for it! Give it 110% and brands will always respond well to that. I think it can be intimidating to create content for a brand name, but in my experience they are happy to work with new and fresh talent who are eager to get creative and bring their brand vision to life, no matter the experience level. After all, you gotta start somewhere!
Final words of love:
I’ve had so many exciting opportunities through Popular Pays! It’s really given me so much industry knowledge and experience, it’s been invaluable to me as a creator. I’m just so delighted to be a part of the Pop Pays community. Thank you!
A huge thank you to Erin for sharing her creative process and journey with us. You can keep up with her on her Instagram account and website. Interested in learning more about how Pop Pays can speed up your custom content production? Learn how to get started, and check back here for more inspiration from our creator community.