As a design director, I constantly seek innovative ways to captivate and engage our audience across various social media platforms. Stepping into this role for Westfield UK was no exception. Our challenge was not only to refresh their digital presence but to make a resonant impact on platforms where the competition for attention is fierce. Our strategy was to embody the brand's unique voice and creatively leverage the dynamic features of TikTok and Instagram, ensuring that every piece of content we crafted was not only eye-catching but also strategically aligned with ongoing social trends and audience preferences.

After pitching and winning as the social retained agency for the Westfield UK TikTok and Instagram accounts, I played a pivotal role in the creation and strategic planning of a series of TikTok videos that epitomised the brand ethos of “More extra, less ordinary.” These videos, which were organically produced, were swiftly filmed and edited within the vibrant hubs of Westfield London and Westfield Stratford City. They spanned a diverse range of themes—from the excitement of new store launches to the buzz of special events collaborating with talent and celebs. From the latest fashion statements to the allure of gourmet food—all while resonating with the pulse of TikTok trends to keep the brand’s engagement lively and robust. Just a month into our collaboration, the content not only captured the essence of the platform but also surpassed the set follower goals, ultimately leading us to smash our target of 1 million- of largely Gen-Z audiences, marking a triumphant stride in elevating the brand’s presence.