ROLE
Creative Strategy · Concept Development · Scripting · Directing · Cinematography · Editing
Creative Strategy · Concept Development · Scripting · Directing · Cinematography · Editing
CAMPAIGN OBJECTIVE
Build awareness of PSYTONE's designer press-on nails ahead of DragCon through a collaboration with two local drag queens. Introduce the brand to new audiences and drive engagement through entertaining, TikTok-native content.
Build awareness of PSYTONE's designer press-on nails ahead of DragCon through a collaboration with two local drag queens. Introduce the brand to new audiences and drive engagement through entertaining, TikTok-native content.
CREATIVE APPROACH
I partnered with the CEO to develop a TikTok-first strategy focused on the awareness stage of the marketing funnel. Rather than relying on traditional product advertising, we prioritized trend-driven concepts, eye-catching visual hooks, and engaging interview-style videos designed to capture attention and encourage interaction.
I partnered with the CEO to develop a TikTok-first strategy focused on the awareness stage of the marketing funnel. Rather than relying on traditional product advertising, we prioritized trend-driven concepts, eye-catching visual hooks, and engaging interview-style videos designed to capture attention and encourage interaction.
I developed concepts, scripted, directed, shot, and edited 8 videos in a single shoot day, combining the drag queens' personalities with TikTok trends and product-focused storytelling.
FEATURED CONTENT & PERFORMANCE
Top-Performing TikTok: 145K Views
Top-Performing TikTok: 145K Views
The campaign generated 260K+ TikTok views across 8 videos produced in one shoot day, demonstrating the effectiveness of a focused, high-volume production approach.
DELIVERABLES
10 TikTok Videos · Trend-Driven Content · Interview-Style Videos · Product-Focused Videos
10 TikTok Videos · Trend-Driven Content · Interview-Style Videos · Product-Focused Videos
Top-Performing Interview TikTok | 145K+ Views
ADDITIONAL TIKTOK CONTENT
Beyond the DragCon campaign, I developed and produced TikTok-native content for PSYTONE, using platform trends, visual hooks, tutorials, and entertainment-driven concepts to build brand awareness and engagement.
Beyond the DragCon campaign, I developed and produced TikTok-native content for PSYTONE, using platform trends, visual hooks, tutorials, and entertainment-driven concepts to build brand awareness and engagement.
~70K-view tutorial/infotainment video
