PEPSI X CAMILA CABELLO CHAMPIONS LEAUGE OPENING CEREMONY 2022
Brief: Create cultural awareness beyond just football for Camila Cabello's opening ceremony #PepsiShow at the UCL Final.
Idea: We went against the grain to show there is space on TikTok for premium film making craft, if content is devised for vertical social placements from the start. We captured attention and excited music fans in their millions with a transition-led 30” highly crafted video that cut through the noise on TikTok with a super-elevated TikTok style GRWM transition.
Highlights: Over 97m views, 2m likes, 10k comments, becoming Camila’s most viewed, liked, commented and shared TikTok video ever. Drove over 2 million viewers to her live performance on TikTok.
Role: Creative Director
The video narrative was structured around an enhanced magic outfit transition - taking what's popular online on TikTok and elevating it using the full might of commercial production technology.
Using 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 world in post-production that tapped into Camila’s Latin American culture and personality, infused with her vibrant, fiesta world that complimented the festival energy of a UEFA Champions League final night.
How we made IT - Behind the Scenes
High engagement: The collection of vertical campaign video content gained over 250 million views and 3 million likes across TikTok, Instagram and Facebook combined.
Authentic to the artist: The video became Camila’s most viewed, liked, commented and shared TikTok video ever.
High Reach: 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.
Breaking records: 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.
