I produced, directed and shot a video campaign for a social ad campaign. Taking an unconventional approach to promoting a toothpaste brand, the ad showcases the product cycle of the Solid range.

The hero video was then segmented into cutdowns that were used to target key demographics with various goals.

The main objective was to set up an always-on social ad campaign. So we ran a testing campaign on Meta to identify the best-performing creatives for each audience and each placement.

A separate ad for Instagram and TikTok was produced in an eco-store with a phone camera to give it an organic and genuine feel.

In collaboration with the Solid brand designer, Taco (a.k.a Andre Caraco), I photographed brand imagery for Solid used across websites, socials, media and PR. This includes a variety of product, lifestyle and portrait photographs.

In the continuity of this work, I helped Solid build their organic content strategy during a three-hour content workshop. During the session, we built a tailored framework to test content ideas and reviewed best practices to shoot and edit content with a smartphone.