Maxwell Theodore Lebeuf, or as he’s better known, Mukbang Maxwell is coming up on 5 years making content. His careers in theatre and food service were thrown off track by the Covid 19 pandemic, so almost out of necessity (and desperation) began creating social media content. Maxwell started with a few cooking videos but was compelled by these “Mukbang ASMR” that he’d recently come across. The very first video he posted to Tiktok, trying Kraft Dinner flavour boosters, went viral and Maxwell saw an opportunity. Over the next couple of years his channel would evolve from snack items and playful eating shorts, to a celebration of the eclectic local restaurants in Toronto. He’s had the great privilege of working with big brands like A&W, Mary Browns, Subway, Tim Horton’s, Skyscanner, Doordash, Popeye’s, Dr. Oetker, and Farm Boy amongst others. Maxwell is currently launching a long form strategy and looks forward to the challenges of evolving as a creator.
The New Architecture of Influence: How Creators Are Reshaping Entertainment and Brands
Leading social creators, talent agents, and talent development executives come together to unpack how the creator economy has evolved into a fully functioning entertainment and business ecosystem. Today’s creators are […]