Bold content breaks through.
The One Creator Lab—a 20-week fellowship from One Club, TikTok, and a handful of LA agencies—taught me to think strategically about social media. Anticipate trends. Tailor content to each platform. And get the audience involved. Here's what I made in that program. All series were filmed and edited in two days.
"Royal-T"
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T-Mobile's free phone deal is a mic-drop offer. It required an equally bold social campaign. So, we launched an unexpected brand ambassador. A viral sensation people can root for. Because the internet loves an underdog. And ridiculousness.
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Agency: Media.Monks
Copywriter: Troup Wood
Caption: it's #RoyalT yo check out my single. Also I'm single :( But I got a free phone when I switched to #T-Mobile, babyyyy
"T-Mobile Holiday Rom-Coms"
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The three most cringe-funny things I can think of are holiday rom-coms, awkward product placement, and AI fails. I'd watch any one of those... but all three?? Pure TikTok gold.
Caption: Should we turn this into a real movie? Who do we cast? Nothing says holiday romance like a free phone... Get yours in-store when you switch!
"Break Up With Soda"
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Summer's coming, and your toxic soda isn't so sweet anymore—just empty calories. So, break up with soda and find a new, healthy fling with Olipop.
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Agency: David&Goliath
Copywriters: Troup Wood and Beth Crosby
Caption: I'm ready for a long-term relaysh with the hottest soda of the summer! OLIPOP has everything your old, toxic soda doesn't. With 9 grams of fiber, this one’s a keeper!
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Let us know the name of the soda you need to ghost in the comments!
#breakupwithsoda #OLIPOP
Caption: How are YOU dumping soda for your new boo, Olipop?
Tag us in your break-up video - the best each week gets the official Olipop Break-Up Kit to make your own rootbeer floats, mocktails, and more!
Use #breakupwithsoda #OLIPOP to enter.
"Art by Nature"
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Allbirds isn't the only sustainable shoe brand anymore, and sustainability alone doesn't drive purchases. What sets us apart is our use of natural materials. Our new slogan, "By Nature," highlights this unique connection. To humanize our social feed and prioritize shareable nature content, we're launching "Art by Nature," showcasing artists who draw inspiration from the natural world. Since 75% of TikTok users find new music through TikTok, and there are over five billion #art videos, we know this content taps into something powerful. Let's inspire people to get outside!
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Writer/Director: Troup Wood
Agency: Sid Lee
"Bellissimo"
Remember when tennis legend Bjorn Berg and Tupac both wore FILA? Me neither. So, let's revitalize FILA with three unique social campaigns that engage viewers rather than push products. ​
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Agency: Sid Lee
Creatives: Troup Wood & Jules Burchett
Editing: Troup Wood
"Choose Your Own Adventure"
People want to be part of a brand's story. So let's make them choose the adventure. ​
Shoppable Entertainment:
60% of Americans make purchases on social media. And when Walmart launched a shoppable TikTok series, brand awareness in their key demographic jumped 13%. So, all products in this FILA series will be shoppable on TikTok.
"FILA iRacing Team"
iRacing has 240K active gamers, and those users stream to even larger audiences. And yet, no sportswear company has claimed that space. It's time to remind gamers that FILA used to be Ferrari's partner. And now we're claiming territory in iRacing.
"Bellissimo Gaming"
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Esports athletes need sportswear. And with this "double it and pass it on," trend, gamers are clamoring for FILA gear and engaging in the comments.
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"Bold AF"
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If you walk down the beverage aisle, it's like being yelled at: "You need energy. Focus. A detox!" But Fanta isn't about what you need. It's what you want. Its bold taste stands for living boldly. Just the way you are.
Our new tagline? "Bold AF" (it's "Bold As Fanta")!
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CD: Marisa (Mars) Milisic - Google, Social Creative Lead
Copywriter: Troup Wood
Caption: Show us YOU being Bold AF using #BoldAF #Fanta, and our top pick each week gets a case of the boldest orange bubbly in your DMs! ("AF" means "as Fanta" of course)
"Authentic Roots"
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These aren’t just any avocados—they’re from Mexico! They've journeyed from modest beginnings to become the star of countless Super Bowl spreads.
Instead of spending $7 million on a Super Bowl commercial, we're investing in the future. We're offering college scholarships to 100 students who, like our avocados, have humble roots. We’ll invite TikTokers to share their family's story and explain what this scholarship would mean to them.
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Agency: David&Goliath
Copywriters: Troup Wood & Alinne Fernandes
Caption: Instead of splurging on a Super Bowl ad, Avocados From Mexico is giving away $5M to 100 TikTokers. Introducing the Authentic Roots College Scholarship!
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During the Super Bowl, post a TikTok sharing your family's roots and how this scholarship would change your life. Get the details at avocadosfrommexico.com.
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Use #avocadosfrommexico and #authenticroots. The 100 videos with the most likes by the end of the week win!
These are not part of One Creator Lab. I actually sold these while working at RPA!​
