Danish filmmaker Armen Adamjan. All photos by: Musab Abuhatab
Doha, Qatar: During Covid, Danish filmmaker Armen Adamjan made a quick 50-second clip on regrowing green onion - scallions - from a to-be-thrown-out piece of root.
That single clip garnered 200,000 views, which led to another one on bell pepper and so on. What started out as hacks to grow plants, turned to cleaning hacks during winter and then DIY projects and sustainability, now becoming a revolution with his handles Creative Explained reaching out to over 25Mn audience on social media.
The content creator is in Doha networking and meeting other like-minded creators sharing their lessons, discussing future of content, understanding technological advancements in the field and more at the Web Summit Qatar 2026.
Adamjan very quickly noticed that the videos were hitting 500,000 by month three, followed by 1million by month eight as he told The Peninsula, “I could tell I was on to something, and I congratulated myself to keep doing the job.”
Of all his projects and hacks that he has touched upon, Adamjan loves working on the recycling, upcycling, and sub-waste projects. “People waste so many items every single day - banana peels, eggshells, avocado pits, avocado peels. To me, teaching people what they can do with these things instead of throwing them out has made a change in their lives. It's helped them save money, which in turn makes me happy because it's improving their lives. So absolutely, it's the way to save money through the videos that I do,” he said.
Ask him about his fans, and he is quick to speak about the father of a five-year-old girl in Denmark who messaged him to talk about his daughter. “He said that his daughter stopped him from throwing out a banana peel saying that daddy don’t you watch this TikTok guy. Don’t throw out banana peel. She was just five and he was mind-blown that his daughter was not watching cartoons but was caught by my video and learning things. I always tell this story because it touched my heart,” he said.
Adamjan believes that short-form content dominates the digital platform because people don’t have attention span. “People don’t even watch an entire movie anymore. In between, they will pick up their phone to swipe and check,” he said, adding that a content creator has like 10 to 15 seconds to grab that attention and being to the point is the best tool one can use.
It is not just the length but his presentation and the way he breaks down topics into simple to understand language that does the trick for him. “I can talk about nitrogen, but people don’t know what the importance of nitrogen is. So, I break it down and say that plants need nitrogen to grow muscle like we do with protein. So, you see what I’m saying? The language that I use is a way that people can relate to and that works,” he told The Peninsula.
Adamjan says that creating content consistently is important rather than on how one does it. “I use my iPhone and do everything on that which means that I can create two to three videos at any point of time in a day,” he added.
Unlike other content creators who fear that AI could easily replace them, Adamjan doesn’t feel threatened, as he believes that it is a tool to be used. “It is like a hammer used to insert a nail. You use it or not is your decision. In the end, fear is just going to stop you from progressing. So, better focus doing what you love and have fun as you do what you love. The world is going to change in the way that it does on its own. You can't control what AI will do, but what you can control is what you do on a daily basis. So just stay true to yourself and love what you do and do it,” he advised.
In the current creator ecosystem, Adamjan feels that burnout is a great challenge that everyone faces. “People tend to overwork and don’t allow themselves to take a break due to the pressure to do viral videos. But you need to allow yourself a break or two where you are not thinking of content in any way but just doing things you love,” he said, adding that he prefers to play piano, go skateboarding or go on nature walks without his devices.
He concludes by saying that a small change on a daily basis can make a difference in the world. “There is no need for us to depend on billionaires or changemakers to bring about a change. It all starts with us. One person at a time and if we all just do collectively it can have a major impact on the planet,” he said, hoping that he’s doing his bit by teaching hacks to his audience – one hack at a time.
