01Video
The oblivious returner
AudienceStudents who missed the closure commsFormatPOV / trending audio / rewind hook
✺ Case study — 02
presenting
Winter Break Campaign.
RoleCampaign Strategist & Creative Director
ClientUK university TikTok Campaign — speculative
ToolsCanva
✺ The shape of it
Long story short.
The whole story in three beats — the spark, the thinking, the result.
01Brief
One brief, three audiences.
A creative pitch for a university's winter break comms had to land three different messages: building closures, what's on for students staying, and reminders for those travelling.
02Approach
Segment, then storyboard.
Three audiences became three TikTok-native concepts, each with its own hook, audio and tone. Built platform-first and grounded in a chosen creative direction: relatable, student-led, entertaining, informative.
03Deliverables
Three videos, one system.
A full pitch with scene-by-scene breakdowns and strategic rationale, proof of moving from a comms brief to a campaign-ready concept.
✺ The concepts
Three videos, three audiences.
Each concept built platform-native its own hook, audio and tone - scene by scene.
02Video
Your campus, all winter
AudienceStudents staying on or near campusFormatMontage / lo-fi / animated text
03Video
Tick it off before you take off
AudienceStudents travelling home for the breakFormatSound-led / checklist overlay / quick cuts
✺ The framework
Creative pillars.
next up —
It Was Love At First Flight
Illustration / Short-form video
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