Harrods, TikTok Launch
Launching a luxury heritage brand on TikTok. Harrods is an iconic luxury retailer steeped in history but has a reputation for being inaccessible; with obscenely priced items and a reputation for exclusivity. We were tasked with working to shift those perceptions for a TikTok generation of Discerning Aesthetes.
Our strategy is centered on crafting audience-first content — 'their story, in our world.' Harrods on TikTok serves as a destination for unexpected discoveries and boundless possibilities, reimagining how our audience sees themselves within the brand. To introduce this vision, we unveiled two distinct creative routes, launching them on the platform through a tease-and-launch phase.
My Role:
- Creative Concepting
- Shoot Director
- Creative Production Editor
Tease The Casting
Teasing the launch of Harrods with a lineup of those auditioning to be featured in their very first TikTok. The unexpected twist, these are Harrods products waiting in line. Products from a range of departments our audience wouldn’t expect and products that have talkability on TikTok.
Launch Show me the Receipts
After building intrigue, we officially launched Harrods on TikTok with a follow up asset. We nested the message ‘Harrods is on TikTok’ on a variety of iconic in-store labels and receipts in unexpected ways. We printed bespoke labels and shot this with a striking sweeping transition.
Harrods, TikTok Always On
Building on the success of our launch, which garnered thousands of engagements and followers, our focus shifted to sustaining momentum — cultivating an engaged community and deepening audience loyalty. We had their attention, but needed to keep it.
But how to ensure our content feels audience-first in its mindset, reactive but also embedded with Harrods luxury codes? Social listening has been key to this.
Floating Fits
A format where we showcased styling possibilities and microstories on anonymous outfits floating through Harrods.
The concept of creating an anonymous person was a visually striking way to allow our audience to imagine themselves in these scenarios and the outfits. Narratives were grounded in human truths and varied from a shopper chaotically shopping in the Harrods Foodhall, to picking up piles and piles of clothes to try on. We strategically leveraged trending audio and thoughtfully crafted overlay text to create a sense of relatability, ensuring our audience felt recognised and represented.
My Role:
- Creative Concepting
- Shoot Director
- Creative Post Production
Run Don’t Walk with David Zakwan
David is a creator renowned for his audacious running challenges, traversing routes from Heathrow to Luton Airport. While his following continues to grow, he remains an 'if-you-know-you-know' talent with a niche yet highly engaged audience (Harrods was his first brand collaboration). Working alongside David, we crafted a dynamic narrative in which he embarked on a run from Harrods to East London for a date — outfitted in a freshly curated look from the store.
Collaborating with a creator like David positions Harrods as a brand attuned to emerging talent on TokTok, seamlessly integrating niche voices to deliver unexpected and compelling content.
To date, this remains our most engaging piece of content, where David's storytelling felt effortless yet seamlessly infused with Harrods' signature touch of luxury.
My Role:
- Creative Concepting
- Creator Briefing
Severed for Spring
Tapping into the huge popularity of Severance on TikTok we recreated the severed transition, from ‘innie’ officecore to ‘outie’ spring.
Filmed in Harrods' iconic lifts, this sequence employed a dolly zoom technique reminiscent of Severance, a style we observed trending among creators on TikTok.
We strategically launched the content during the final week of Severance, aligning with the peak of audience engagement and cultural conversation.