Under That Shelf began as a personal experiment to understand how to build an audience from scratch and test the limits of organic reach on social media.

I focused on consistent storytelling, distinctive characters, and format-led content designed to encourage sharing, curiosity, and repeat viewing.

I created and published a steady stream of original short-form videos, illustrations, and narrative-driven posts across social platforms.

The project generated organic growth, strong audience engagement, and valuable insights into what drives reach, retention, and share ability online.