Challenge

For a forward-looking brand like Gloss Leaf, TikTok was a natural destination. The challenge was to find a vein of storytelling that would do justice to the narrative dynamism that makes TikTok such a distinctive platform, while staying true to the strengths of the brand.

Results

Humor is a hallmark of TikTok, winning authentic engagement and universalizing any topic. For inspiration, we turned to sketch comedy and iconic TV commercials. We were intent on avoiding dull exposition about the product and instead embraced absurdity and magic to convey Gloss Leaf’s unique benefits intuitively. From parodying midcentury TV to imagining Gloss Leaf as a transformational potion, our campaign makes it effortlessly entertaining to understand what makes Gloss Leaf compelling. At the same time, relatable protagonists and interpersonal conflicts ground our stories in the everyday.