The Story Behind “ProcrastiREELing”

Candace, Apawrel Founder ProcrastiREELing

The Story Behind the camera

As a maker, sewist, and the founder of Apawrel, I’ve learned that creativity shows up in unexpected ways… including ways that don’t actually get the work done. Recently, while trying to finish an order of dog bandanas, I realised I had spent more time filming behind-the-scenes content for Instagram than actually sewing. Every angle needed adjusting, every clip needed retaking, and suddenly half the day had disappeared – yet my project pile hadn’t moved.

That’s when I muttered to myself, “I’m not procrastinating… I’m ProcrastiREELing.”

And just like that, a new word was born.

What is ProcrastiREELing?

ProcrastiREELing definition

ProcrastiREELing is my playful way of describing that universal creative struggle. All-too-relatable spiral where creators, small business owners, and craft lovers spend more energy making content about the thing than making the thing itself. It’s part joy, part distraction, part perfectionism. And 100% the reality of running a creative business in a social-media-driven world, when we pour more energy into filming the craft than crafting the craft.

ProcrastiREELing in action

Retake after retake to get that perfect Instagram shot

Watch the definition of ProcrastiREELING

To celebrate the moment this word came to life, I captured it in a Reel:

👉 Check it out and see ProcrastiREELing defined!

As you watch, I’d love to know…

Do you ProcrastiREEL too?

Do you also fall into the “just one more take” trap? Spend forever setting up the perfect shot? Or lose a whole afternoon to editing instead of making?

Tell me in the comments so I know I’m not alone in this beautifully messy maker journey. Let’s laugh about it together, embrace the chaos, and cheer each other on, whether we’re crafting, filming, or, let’s be honest… doing both at once.

🐾 Candace - Apawrel Founder