Blog #6
20. 06. 25
Alisha Waters –
100 Stars Takes TikTok!
We have recently released a video campaign for 100 Stars in the Sky in a new visual format – TikTok videos! The original campaign was released as a card deck and an Instagram promotional campaign, and this garnered attention of both the public and businesses! The process so far has been an experience, from preparing the 100 videos to learning a new algorithm, imagining the campaign in a new light meant a new audience. Specifically, trying to engage a younger audience, more interested in the short-form content that TikTok allows for.
We aimed to reach the new wave of young creatives that are currently learning how to navigate the world, specifically down the lens of the art world, and show them what there is out there to help mentor themselves and each other, a tool to help them regulate and centre things of importance.
What quickly became apparent was that TikTok allows for fun! The medium is a lot more relaxed and less formal, the pressure for perfect content delivery is a lot lower. Not to say we didn’t go back and forth and stress over the small creative direction details, but it did allow a unique platform to create, and we were pleased with our outcomes!
The campaign is currently live and will run all the way through to June. We had to learn to navigate ourselves through this process, especially when brainstorming the best way to get through to this new audience. We landed on a combination of serene visuals, peaceful songs, and cute text fonts and stars. Right up my street! I kept thinking to myself, what would I be engaged by when I’m endlessly doomscrolling with seemingly no end. Content that makes you stop for a moment and think, ‘that’s pretty’ or ‘this music felt like a break from the viral songs’. Marcelo and myself went back and forward, working through a shared spreadsheet, putting our comments and corrections and questions for quite some time. Whilst at times creating 100 new versions felt endless, it was an enjoyable and fulfilling experience to experiment with new media – especially as an artist myself! Not to say I wasn’t profoundly glad to see the 100 videos ticked off in green by the end.
We believe that the relaunch comes at a crucial moment as many creative practitioners, especially the new wave of younger artists, are seeking new ways to stay motivated, expand their networks, and to push through the unique boundaries that being a creative often binds us to. The relaunch isn’t just to show the content in a new light, but with the aim of building and furthering a community of like-minded individuals who are able to work together with people and communities, with creativity and inspiration at the heart of what they do, making it a collaborative space between established artists and aspiring creatives.
COMING SOON –
Interview with the card designer, Rebecca Thomson!
“The gorgeous cards used and created in the visual campaign were a huge source of inspiration. From learning the tips, taking inspiration from the colour scheme, to trying out creating my own videos holding the cards and talking them through (though they never made it out of the drafts) they played a vital role in our creative process. Rebecca Thomson designed the original set of cards, and Rebecca and I had a conversation around the original campaign, the making process, and her thoughts on the new launch.”