Role: ACD
Agency: Brand & Concept
Brand & Concept was brought in to rethink Mulberry’s TikTok and find a way to connect the brand with a younger audience without losing its character.
Working with the Social CD, I led the creative across concepts, talent and storytelling, from developing concepts, talent selection and scripts to leading shoots and shaping edits.
Scripted content
We wanted to create more original storytelling for Mulberry on TikTok, developing ideas that gave the brand a reason to be part of conversations rather than simply showcasing the product.
For International Women’s Day, I developed a scripted series with The Receipts Podcast, Deba Hekmat and Nikki Lilly. I led the concept and talent, wrote the scripts, creative directed the interviews on set and shaped the content through edit.
Creator collabs
To bring Mulberry to new audiences, we expanded the talent pool to culturally-relevant creators with distinct styles and ways of telling stories.
That meant selecting the right talent for each idea: from Emma Wydner for interview content to Chani Ra for fashion deep dives, and creators like Isla Loba for playful content that lived on their own channels. I developed the concepts and briefs, shaped the storytelling and art direction, and worked with creators through the edit.
Product storytelling
We wanted to find creative ways to tell the product story on TikTok, using the language of the platform to make product content feel unexpected and visually interesting.
From reworking familiar formats like ASMR to using clever edits and platform features, as well as developing craft-led films that brought Mulberry’s heritage into the story, I looked for ways to make the product the focus. I concepted the ideas and creative directed the shoots on set.
Campaign extensions
To bring Mulberry campaigns to life on TikTok, we looked for ways to make the existing campaign world work for the platform.
I developed ideas around the shoot, found moments and conversations that could become content, and creative directed the capture on set, staying close through the edit.