Social Content Creator

LA-BASED CREATOR / VIDEOGRAPHER

California Pizza Kitchen x New Gen US

New Gen is a global social and creator agency. We’re looking for a socially native creator and videographer based in Los Angeles to join us as an embedded content partner for California Pizza Kitchen (CPK), one of the most iconic California-born restaurant brands in the US.

This isn’t an influencer role. We’re not looking for someone to post as themselves or grow their own audience. We’re looking for a skilled visual storyteller who understands how content performs natively on Tik Tok and Instagram, and who can generate footage and assets that feel organic to the platform rather than produced for it.

The role is led and managed by New Gen, but this is a genuinely collaborative engagement. CPK is an active creative partner. You’ll benefit from their deep knowledge of the brand, its locations, and its culture. The best work will come from that combination:
New Gen’s social-first thinking and your creative instincts, grounded in CPK’s California DNA.

Importantly, this role is about California lifestyle content as much as it is about restaurant capture, arguably more so. CPK has always been a brand rooted in a particular way of living: the food, the outdoors, the culture, the pace of life. We want content that reflects that world, with CPK woven into it naturally, not the other way around.

Socially native ideas are actively welcomed. If you’re noticing a trend, a format, or a cultural moment that feels right for CPK, bring it. You won’t just be executing briefs. You’ll help shape what good looks like on these channels.

• Attend 1 day per week of briefed capture. Locations will range from CPK restaurants to lifestyle settings around LA and into Orange County, aligned to the monthly content calendar
• Shoot short‑form video content primarily for Tik Tok and Instagram Reels, platform‑native, fast, and authentic in feel
• Produce stills alongside video where needed: food, atmosphere, lifestyle
• Work from creative briefs issued by the New Gen team ahead of each shoot day, covering shot list, platform, content pillars, tone, and any campaign context, with input shaped collaboratively between New Gen and CPK
• Deliver raw and lightly‑edited footage to New Gen within 48 hours of each shoot day. New Gen handles final edit, captioning, and publishing
• Contribute reactive or seasonal content ideas when relevant moments arise. Your instincts for what’s working on platform are part of what we’re hiring for
• Attend a weekly 30‑minute alignment call with the New Gen team to review upcoming calendar, priorities, and any feedback from published content

• Essential
  • Based in Los Angeles or surrounding area. You need to be able to get to CPK restaurant locations (multiple), the key test kitchen in Laguna Niguel and lifestyle spots across the LA area and down into Orange County
  • Strong, demonstrable track record of creating short‑form social video content. Your work should feel at home on Tik Tok and Instagram Reels
  • A genuine understanding of what makes content perform natively on platform, not just technically well‑shot, but culturally right
  • A feel for California lifestyle content: beach, outdoors, food culture, everyday moments. Not just restaurant or food‑specific shoots
  • Experience shooting food, restaurant, or lifestyle content. You know how to make a dish look good without it feeling like a TV ad
  • Comfortable operating independently on shoot days with minimal on‑site direction. You can work from a brief and make smart creative calls in the moment
  • Reliable, communicative, and professional. This is a recurring engagement and we need someone we can depend on
• Desirable
  • Existing knowledge of or genuine connection to California food, lifestyle, or culture content. This is the territory we’re operating in
  • Some experience working with or alongside brand teams or agencies
  • Basic proficiency in Cap Cut, Premiere Rush, or equivalent mobile/light editing tools for selects and trims (final edit handled by New Gen)
  • A personal social presence that demonstrates your aesthetic sensibility. Doesn’t need to be large, just real
  • Own equipment – a setup…