A viral video proves that authenticity stands out

Julia Fedorin shares about her viral X video that landed her a co-op term at Shopify and how she builds her personal brand.

When Julia Fedorin (she/her), a Communication Arts and Design Practice student with a minor in Psychology, was looking for her next co-op work term, she was trying everything she could to secure a job.

With a background in video creation, Julia decided to create a video that highlighted her experience to try to land a job at . The only problem? They didn’t have any marketing positions available. However, when her video went viral on X, it captured the attention of the CEO and ultimately landed her the next co-op opportunity.

Julia’s co-op journey

Work term one: For her first work term, Julia was a digital communications assistant for the . In this position she created content, got involved in the student experience and made new connections with students and co-workers.

Work term two: Julia’s second work term was at as a video marketing co-op. ATS created a new video marketing role for her where she spent her time on the shop floor filming videos of the machines and engineers.

Work term three: In her third co-op term, Julia worked for as an internal communications co-op. She created content for their intranet, wrote articles and promoted events. Julia also got to work on some human resources projects and event planning.

Julia Fedorin posing in front of flowers

Q&A with Julia

Tell me about your viral X video!

“I still haven't wrapped my mind around how this is a viral video. It's insane, but this is a video I created for Shopify as a pitch video.”

“I was doing this ‘room for one more’ series, where I would create videos for companies and ask them if there was room for one more. The first video I created was for Adobe. I applied through their website but instead of just sending a cover letter and résumé, I also embedded a video of me sharing about myself on camera.”

“My next video that I filmed was for Microsoft. It was the same thing. They had a role open for marketing, so I decided instead of just sending a cover letter and résumé, why don't I hyperlink another video in my cover letter? But I didn't hear back from either of them.”

“Then I heard about Shopify. I've always known about Shopify, but I never really looked into them just because they don't normally hire anyone in marketing or social media. They only hire engineers and data interns. It's always been on my radar, I just never really looked into it because they didn't have any role openings.”

“It was a 75 second video of me pitching myself to them, but this time with this video, I didn't just record myself talking to the camera. I went above and beyond and made a short film. I put so much more time into researching everything.”

“I put myself in Shopify’s shoes and I created something that was similar to what they would create. I showed them my life story and I think it was my best edited video yet. I put so much effort into it and I think they saw it.”

“It took me four days to create. One day to film. Luckily, I had a lot of B-roll footage, it took me one day to gather that. It took me two full days to edit.”

“I think also the timing was very right. I created the video as soon as they posted the roles for engineering and data. I finished my video a day after applications were due.”

Why Shopify?

“Shopify's mission is all about making commerce better for everyone. They are about decreasing friction in entrepreneurship, so making entrepreneurship easier for everyone. Breaking the assumption that you needed to start entrepreneurship from a very young age, because that is so not true.”

“They're also about dreaming big and taking the unconventional path. You only have one life to live, so you might as well do what you love, not what you think you have to do.”

What made you start creating videos?

“I started creating through obsession. When I love something, I don't just love it, I’m obsessed with it. When I'm really obsessed with something I want to share it with the world. It started when I was 10 years old. I was obsessed with Littlest Pet shop toys, I used to create videos of me playing with them and I would share it on YouTube.”

“After that, another obsession I had was gymnastics. I loved doing gymnastics everywhere I went. I even wanted to become an Olympic gymnast! That didn't work out, but I was so obsessed. I was creating videos around gymnastics and posting those videos on Instagram.”

I would pretty much just film everything I was obsessed with and that's why I make videos. I want to share my love for things with the world and I want to document my passion.

Julia Fedorin

Julia posing and holding a large handbag

How have you built your own personal brand to gain attention from these big companies like Shopify?

“I build my personal brand around my life story. From when I was very young, I was documenting my life. I was documenting what I loved and was sharing it.”

“With personal brand, it's not only about showcasing the highs or the best parts of your life. It's also about showcasing the lows and being authentic, vulnerable and real with others.”

“Shopify's big on life stories. They're big on learning about people. With personal brand, I think it's really important to structure your brand around your life, about what you love to do the most. That's what I was doing, unintentionally. I was just sharing what I loved and that really caught the attention of Shopify because they're also all about that.”

What is your favourite thing about co-op?

“My favourite thing about co-op is being able to make mistakes. Making mistakes and learning about yourself. Being able to try out all these different roles and to kind of prove yourself to companies and learn with other people. I've made mistakes that I'm not happy about but doing it in co-op is the best because the earlier you make some mistakes the better it is.”

“Also learning how to collaborate with people. I've always been very solo with my side projects. Coming into co-op, a big challenge of mine was collaborating with others and learning how to put your team's needs over your own needs. You might have a really great idea, but you have to set your needs aside and do what's best for the team.”

“My favourite thing about co-op is also being able to see more of the world. If you have the chance to do co-op abroad, then that's amazing. It was so amazing working in British Columbia and trying out different roles but also trying out different environments.”

What advice would you give others who are looking to pursue similar career paths?

“There's this quote I recently found from Sam Altman, about working hard and doing it at the beginning of your career because your hard work is going to compound, like interest.”

“The advice I have for co-op students is to work a little harder, do a little extra, go above and beyond during university, because then it's going to be a little bit easier. Cover letters and résumés aren't enough to showcase my experience. I wish that side projects and previous experiences were enough, but I don't think it is, you have to show that you care about a company.”

“You don't have to record a video of yourself, but you can create some sort of mini project. Find a way to show how you align with your dream company's vision. If it's creating a little pitch or sharing how your experience and projects align with what they care about. It's not going to be easy but work hard now because it will get easier.”

What’s next for you?

“So now that I'm into Shopify, I need to prove to Shopify that I deserve to be there. This summer I'm going on coffee chats with as many Shopifolk as I can, learning about people and their life stories.”

“I'm also trying to create as many videos as I can that align with Shopify's vision, continuing to step outside my comfort zone. I want to do more interview videos with people and continue championing that entrepreneurial spirit.”

“I'm also reading a lot more about startups and entrepreneurship, so I can have that mindset going into it, because Shopify is a commerce platform and continuing to build my personal brand. I'm really excited to live and breathe the Shopify vision.”