From Broadway to Brand Ads: Scaling a UGC Business in NYC

Torchia’s transition began after a stint as a nanny in New York City, following years of performing on national Broadway tours and cruise ships. Seeking a career that offered both financial stability and creative flexibility, she turned to Fiverr to host her portfolio. Rather than engaging in labor-intensive outreach or cold pitching, she optimized her profile and sample videos, allowing the platform's algorithm to drive inbound inquiries directly to her.

Treating the venture as a business rather than a side hustle proved decisive. Torchia applies her theatrical training to every script, focusing on emotional resonance and storytelling to make advertisements engaging. This approach helped her secure work with over 150 brands across diverse sectors, ranging from skincare products to legal services. To manage the high volume of incoming projects, she maintains a rigorous organizational system, tracking up to 16 videos at a time through a detailed pipeline spreadsheet.

While her initial income reached $1,000 in her first month, the snowball effect of positive client reviews accelerated her growth. She now balances her workload by mixing one-off projects with retainer clients, ensuring a steady stream of income. The freedom of the role allows her to film on-location across New York City—using landmarks like Central Park or the subway to provide the authentic aesthetic brands demand—while keeping her schedule open for future theater opportunities.