Process The Podcast

The opposite of trendy is timeless. 🎙️✨

In this episode of Process, Arielle sits down with the internet’s favourite trend forecaster and cultural strategist, Coco Mocoe. From her early days at Famous Birthdays, where she famously spotted Charli D’Amelio at just 10,000 followers, to building a short-form empire at BuzzFeed, Coco has mastered the art of seeing what’s next before the rest of the world.

Crucially, Coco also breaks down why "just being yourself" isn't enough; she explains the vital importance of crafting a repeatable, unique format that allows a creator to sustain a long-term career and monetize their intellectual property.

We dive deep into her transition from corporate girlie to full-time creator, the launch of her hit show Middle Row, and why she believes the future of content isn't about chasing the algorithm, it’s about human imperfection.

In this episode, we discuss:
Spotting Talent Early: How Coco discovered Charli D'Amelio and Addison Rae by looking for "social proof".

The BuzzFeed Era: Why she kept "church and state" separate while building TikTok teams for one of the world's biggest media companies.

The "Cocoisms": Why you can't "read the label from inside the jar" and how to build a brand that stays timeless.

Predicting 2026: Why long-form content, "pre-AI" aesthetics, and human mistakes are the next major viral triggers.

The Business of Middle Row: The financial and strategic decisions behind her movie-theater-based interview show at Spotify.

Tangible Advice for Creators: Why you need a repeatable format (not just a personality) to sustain a career in the creator economy.

Key Quotes:
"The shorter the video, the shorter the object permanence. Smart creators are leaning on long form to create lasting impressions." — Coco Mocoe

"You can be the best hairstylist in the world, but you can't cut your own hair... That's where the outside perspective comes in." — Coco Mocoe

Connect with Coco:
TikTok: @cocomocoe

Substack: Coco Mocoe

Show: Middle Row 

Say Hello! 
Your host, Arielle Thomas on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Enjoyed this episode? Follow us to get notified every time a new episode drops every Tuesday. 

See you on the next one!

In this episode of Process the Podcast, your host, motion director, and social strategist Arielle Thomas, records for the first time in the new Clubhouse. 
Arielle pulls back the curtain on how Cinema Thom is moving beyond the "cheerleader" energy of standard chat models to use Claude AI as a high-level critical thinking partner. This episode is a deep dive into the specific workflows, prompts, and uncomfortable feedback driving the business forward.

In This Episode:
No More "Cheerleaders": Why Arielle swapped ChatGPT’s niceness for a partner that plays devil’s advocate.

The Skill-Upload Era: Moving beyond basic searches by using files to give AI professional context and specialised expertise.

Defining the Role: Shifting from a standard chatbot to a granular thought partner that identifies strategy gaps.

Creative Deciphering: How one prompt turned a vague vision into a hard-hitting, six-page growth strategy.

The Money: Building complex three-tab financial models and tiered client margins in under three minutes.

Case Study: Image Retouching: Using AI to fix lighting and swap products, saving thousands in potential reshoots.

Maintaining Momentum: How AI bridges the gap between a creative idea and a team brief so projects don’t "die in the gaps."

The Toolkit: Why platforms like Claude and Nano Banana are now essential for high-level creative output.

The Devil's Advocate Prompt:
" Work with me as a thought partner, get granular on positioning and strategy, push back where you see the gaps, and encourage me to go deeper where there’s something worth exploring, and give me both a quantitative and qualitative rate. "

Mentioned in This Episode:
Bella Cipolla, co-founder of Ponnd, who shared the specific prompt that unlocked Claude’s critical thinking.

Bella on Instagram: @bella.cip

Special thanks to: Alice McMullin of McMullin Furniture
Alice McMullin on Instagram: ⁠@alice_mcmullin

McMullin on Instagram: @mcmullinandco

Join the Conversation: Share your own AI use cases with the creative community in the Project Girly group chat via the link in our Instagram bio. (Link to post) 

Say Hello! 
Your host, Arielle on Instagram @arielle.thomas

Us, Process the Podcast on Instagram @processthepodcast

New episodes drop every Tuesday.
Don’t miss next week's episode with Coco Mocoe
An LA-based trend predictor, as she breaks down the game of short-form content.

See you then!

Most people think music supervision is just "picking cool songs." 
Winslow Bright is here to prove it’s actually a high-stakes chess match involving seven-figure budgets, complex copyright laws, music language translations, and ego-management of the world’s top directors, to the creatives and individuals who own the projects. 
From her origins of running iPods for Wes Anderson, burning CDs, to her current role as Co-President of Premiere Music Group, Winslow has navigated the most complex licensing deals in the business. 
In this episode, we deconstruct the invisible labor behind the world’s most iconic sonic moments, from advertisements for Tiffany & Co to the races of pushing out content for the Met Gala. 

In this Episode: 
A long-standing creative friendship.

The Wes Anderson era: Running iPods and early lessons.

Defining the Role: What does a Music Supervisor actually do?

Creative Deciphering: Turning a director’s vague reference into a perfect track.

The Money: Budgeting and licensing costs for "Big Music."

Case Study: The Tiffany Campaign and reimagining "Happy Together."

The Met Gala: The race to create viral fashion reels.

The Toolkit: Why platforms like Disco and FrameSet are essential.

Featured in this Episode:
The Making of Tiffany and Co. Happy Together 

Agency: Premiere Music Group

Platforms we’re loving:  Disco Platform | FrameSet

Say hello! 
Our Guest: @winslowbright

Your host: @arielle.thomas 

Us: @processthepodcast

What happens when you decide to dismantle an 8-year-old global success story to build something leaner, smarter, and more equipped for 2026?

Recorded live at Google Headquarters in Sydney, this special episode of Process takes you inside Thoughtful Minds Connect. In celebration of their 10th anniversary, the elite data and performance minds at Thoughtful invited Arielle to host an intimate, unfiltered conversation with Raquel and Adam, the visionary founders behind cult fragrance house Who is Elijah.

This is not a retrospective look at success; it’s a conversation recorded in the eye of the storm. 

While the moving trucks were quite literally at their warehouse, Adam and Raquel revealed the real-time reality of a massive business restructure, the $1.7M mistake that nearly cost them their brand prestige, and their new Top-Down strategy for global retail rollout. This is definitely a masterclass in founder transparency.

So whether you’re navigating a complex supply chain, pivoting your brand positioning, or looking to the best data minds in the country to optimise your performance, Raquel and Adam’s strip-it-back-to-grow approach offers a roadmap for any creative founder feeling the heaviness of a scaling business.

In this episode:
The $1.7M Lesson: Raquel opens up about a massive retail deal that taught them the danger of a Bottom-Up strategy.

The Great Restructure: Why they are shutting down their own manufacturing to focus 100% on brand and lightweight operations.

Top-Down Authority: Why starting with Harrods and Selfridges is the only way to protect prestige in a crowded market.

AI as an Emotional Agent: Adam’s fascinating off-mic theory on how product data must evolve to serve the emotional human through unemotional AI agents.

The Thoughtful Edge: How shifting from Meta to Google (with a 40% higher AOV) transformed their performance marketing.

The Future of Founders: Why the next generation of brands will thrive with teams of just two people and simplified supply chains.

Featured in this Episode:
Shop Who is Elijah at whoiselijah.com.au

Brought to you by Thoughtful: Elevate your brand performance at thethoughtfulagency.com or DM Arielle for a direct intro to the team.

Say Hello! 
Our Guests: 

Adam Bouris on Instagram @adambouris

Raquel Bouris on Instagram @raaaquelbouris

Our Episode Partner: The Thoughtful Agency on Instagram @thethoughtfulagency

Your host: Arielle Thomas on Instagram @arielle.thomas 

Us: on Instagram @processthepodcast ⁠

New Episode Drops Every Tuesday. 
Catch you on the next one!

How do you protect your brand when the unthinkable happens? In this episode of Process, host Arielle Thomas is joined by Sally Branson, a leading Crisis Management and Reputation Management Director. Together, they pull back the curtain on the high-stakes world of protecting a creative legacy.

Sally reveals why a crisis is process-driven rather than just a disaster to be feared. From the volatile nature of influencer marketing to the legalities of product safety, this conversation is an essential masterclass for any founder. They dive deep into the necessity of due diligence, the power of transparency against misinformation, and the heavy emotional impact a public crisis has on a founder's mental health.

Whether you're navigating stakeholder management, rebuilding your SEO reputation, or establishing consumer trust, Sally’s "control the controllables" approach offers a roadmap for maintaining brand integrity in an unpredictable digital age.

In This Episode:
How to treat your reputation as a tangible asset rather than an abstract concept.

Navigating the "new rules" of influencer marketing to avoid liability and hidden risks.

The secret to building unshakable consumer trust through radical transparency and product safety.

Why due diligence is your brand's best insurance policy against future scandals.

Managing the emotional toll on founders when facing public scrutiny and high-pressure stakes.

Mastering stakeholder management to keep partners and investors aligned during a storm.

Tactical SEO strategies to reclaim your digital narrative and rebuild after a reputation hit.

The future of brand integrity and how to stay resilient in an evolving creative landscape.

Say hello to us!
You can find us through the links below: 
Our Guest, Sally Branson, on Linkedin Here

Your host, Arielle Thomas, on Instagram Here

Process the Podcast on Instagram Here

See you next Tuesday!