Social-first storytelling for a DTC wellness brand — from TikToks that sold out activations to campaign design that built lasting brand visibility.
Happiest Hour
Project Overview
Happiest Hour wanted to position itself as a playful, trend-aware brand in the crowded wellness space. The goal: create short-form video and supporting campaign assets that would translate the brand’s in-person buzz into lasting digital awareness.
From concept to post-production, I directed short-form content for TikTok and Instagram, designed complementary email and story templates, and built a cohesive visual system to support ongoing launches.
Scope of Work
- Creative direction & concept development
- Production planning, shooting & editing
- Social campaign rollout (TikTok, Instagram)
- Template design and creation
- Campaign reporting & creative optimization
Campaign Direction
The launch campaign leaned into Happiest Hour’s mix of wellness and wit — blending minimalist visuals with trend-aware storytelling. Each piece was shot and edited to feel effortless, polished, and community-driven, mirroring the brand’s voice.
Content Execution
Trend-driven short-form storytelling built to drive engagement, visibility, and conversions across TikTok and Instagram.
Impact
The launch campaign directly contributed to sold-out activations and a sustained 3× lift in weekly sales post-launch.
Social content consistently outperformed benchmarks, driving visibility and engagement across key channels.
RESULTS
- 3× lift in weekly sales post-launch
- Multiple sold-out activations fueled by content
- 2-3x higher engagement vs. benchmarks
