THE IDEA

When the world was saying TikTok had to be low-fi and low key, we went in the other direction: A spectacular vertical video to announce a spectacular event - Camila Cabello's opening show at the UEFA Champions League final in Paris.

Despite being the world's greatest passion, football is still an exclusive space. So we brought Camila Cabello's Latin cultural heritage to the pitch with a transformative visual feast designed primarily for TikTok and Instagram Reels.

To excite and drive awareness with Camila fans and music culture fans beyond just football fans who will tune in for the final anyway.

This project is one of the most ambitious and innovative films we've ever shot for social: A spectacular vertical video to announce a spectacular event on TikTok.

HOW WE MADE IT

Captured by a one-of-kind custom drone with a vertically mounted cinema camera shot on a 150-metre Hollywood green stage. This allowed us to create a magical 3D world in post-production that infused Camila's vibrant, fiesta flavour with the festival energy of football, that comes to life during passionate UEFA Champions League final nights.

We structured the story of the video around an enhanced magic outfit transition - taking what's popular online on TikTok and elevating it.

This is a totally new, unique approach to creating premium. impactful and irresistibly sharable vertical social content.

We combined a 'one shot' swooping drone movement with A-lister choreography and epic post-production composition to create a visual feast that was truly embraced, loved and shared by Camila's true fans. broader music culture lovers and football fans alike.

The campaign also featured teaser content before Camila was announced, a TikTok dance competition that got fans sharing their moves to Camila's new track 'Bam Bam' and a TikTok LIVE preview show ahead of the performance hosted by creators captured in Paris.

RESULTS

The collection of vertical campaign video content gained over 250 million views and 3 million likes across TikTok, Instagram and Facebook combined.

The main vertical campaign video on Camila's TikTok alone has 97 million views, 2 million likes and 10,000 comments making it the most engaged piece of content out of all her own TikTok content even though it’s branded!

The combined impact of the campaign resulted in over 2 million people tuning in to watch the opening ceremony show broadcast on TikTok LIVE on the night. 

Our campaign resulted in the most successful branded TikTok LIVE ever. Now used as a best-in-class case study by TikTok to demonstrate how to drive massive awareness, hype and excitement around a TikTok live branded moment with vertical video.