A person wearing headphones working on video editing software on a laptop in a coffee shop, with people sitting in the background and a colorful painting on the wall.

Content managing and creating at cinetree

Besides editing brand videos for Cinetree, I am also responsible for running the TikTok account and creating social edits of their films. When I took over Cinetree’s TikTok in December 2024, the account was driven mostly by trends and it missed identity.
The feed was inconsistent: shifting formats, mixed visual languages, unstable thumbnails, and no clear editorial logic.

I approached the platform as a design problem.

Together with the redaction team, I redesigned the TikTok from the ground up: clear social formats, repeatable structures, and a coherent visual language that could hold across films while remaining recognizably Cinetree.

Before

Thumbnail images from four different videos: First shows people looking at posters in a store with the text 'posters verspreiden voor Cinetree's'; second is a close-up of a man with dark hair wearing a blue shirt; third depicts a large white house with a tree and a vintage car in front, with the text 'Priscilla SHOOT VERTICALLY'; fourth is a close-up of a man's face with eyes closed.

After

To strengthen recognition and performance, I introduced platform-specific technical choices, including a custom TikTok-optimized unsharp mask, ensuring clarity, impact, and instant recognizability in the feed.

Before

A man with short, slightly disheveled hair and a serious expression, wearing a black leather jacket over a yellow mesh shirt, stands in an industrial setting with metal shelves and equipment in the background. The word 'Solaris' is overlaid in white text.
A man with gray hair and a serious expression, wearing a yellow mesh shirt and black leather jacket, standing in a dimly lit industrial or mechanical setting with metal equipment and pipes.

After

Results

Line graph showing total followers and net followers over time from January 2025 to January 2026, with total followers reaching 1.1K and net followers at 858.
A social media profile page for CineTree, a film club, with statistics showing 2.6 million video views, 10,000 profile views, 158,000 likes, 6,300 comments, and 7,000 shares over the past year.

The shift from chaos to system led to measurable results.
Since taking over, the account grew from 200 to almost 1,200 followers, alongside multiple viral and high-engagement videos.

My edit of Nowhere Special reached 1.7M views and 112K likes.
Edits of War Pony and Maudie exceeded 10K likes each.

Favorite videos

@cinetree 2046 is één van Wong Kar-Wai meest underrated films 😵‍💫 Kijk hem nu op Cinetree.nl 💛 #2046 #film #filmtok #edit #tokyopill #dnb ♬ original sound - Cinetree
@cinetree Nowhere Special is a beautiful heartbreaker 💔 Watch it now at cinetree.nl 🫶🏼 #film #filmtok #edit #likehim #nowherespecial #tylerthecreator ♬ origineel geluid - Cinetree
@cinetree Ontdek het emotionele verhaal van schilder Maudie Lewis 🥹 Kijk hem nu op cinetree.nl 💛 #film #filmtok #maudie #maudlewis #ethanhawke #sallyhawkins #artist ♬ original sound - Cinetree
@cinetree Kijk al deze bangers in de maand Juni 😍 Te vinden op cinetree.nl 💛 #film #filmtok #underrated #solaris #anatomyofafall #decisiontoleave ♬ original sound - Cinetree
BACK
@cinetree Een van de engste films die Stanley Kubrick ooit heeft gezien 😵‍💫 Kijk Spoorloos nu op cinetree.nl 🫵 💛 #film #filmtok #spoorloos #crime #thevanishing #kubrick #thriller #radiohead ♬ original sound - Cinetree
@cinetree War Pony is echte magie! 🪄 Kijk dit ruw, emotioneel drama NU op ons platform 💛 #film #filmtok #warpony #edit #frankocean ♬ origineel geluid - Cinetree
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