Social Content
BOUF IS FOR THE BOYS
the reveal. merging the old and the new and cementing the idea that bouf is for everyone
the anchor point of our campaign - there’s a new ambassador in town and indy is not happy about it
a shameless thirst trap in true jack style and our signature break-character moment to close the clip
About 20% of men will have hair thinning or balding in their 20s. For men in their 30s it’s 33%. In your 40s? It rises to 50%. And yet, the market for men’s hair loss is shrouded in secrecy and shame. ‘Discrete packaging’ is touted as a plus and it means that men aren’t talking about it, despite caring about it a lot.
So, we made a campaign to change all that and we partnered with the best guy for the job - Jack Steele from The Inspired Unemployed.
Jack’s been talking about his fear of the receding hairline on his channel for months, bringing in his old man to show the audience how he thinks things might go, scalp-wise, if his Dad is anything to go by.
We reached out to him, he reached out to Dad, and the rest is hairstory.
In classic bouf style, i led a viral teaser campaign that nodded to our notorious wigs, tapped into hype around the online noise that molly-mae was a new bouf ambassador, and used multiple evergreen tiktok moments and sounds to tell the algorithm, this is a campaign that everyone will want to see. it was designed to be playful, funny, and proud - i wanted to make it clear that there’s nothing shameful about caring for your hair and jack’s here to prove it.
this campaign says proudly that yes, Bouf is For The Boys.
tiktok business of the year
after only five months live on socials, bouf was nominated for the Tiktok business of the year award in 2025. as content lead, i wanted the social strategy, creation, and execution of this campaign to stay true to bouf - chaotic, proud, never too cool, and entertaining.
we accepted challenges from our community and embarrassed ourselves on a daily basis to grow our audience, delight the public, and get the votes. and, even though we didn’t technically win, we still felt like we did.
the visual hook of the ‘wrong’ axis. setting the tone for the campaign, and keeping to a brand tried and true, behind-the-scenes zoom call
there were no videos from our fellow nominees about how to vote and given the complicated, tiktok-native mechanism we wanted to be the top result in the algorithm. indy and i had seen success with our to-camera content so we replicated this, and it worked.
pure indy chaos. the apex of our dares and a clear commitment to the cause. incorporating clips from the public showed the lengths we went to and the disruptive impact we had
ON-CAMERA
Kowtow’s Material Matters collection
An introduction to the newest collection, setting the tone - and establishing the philosophy - of the campaign and, commerically, sharing what can be expected.
For Kiwi fashion brand Kowtow: Inspired by nature in full bloom, this collection celebrates how material matters. Evoking feelings of custody and responsibility for the planet on which we live, the script for this video shows how we stand by those doing it differently, united by a philosophy that looks forward to a brighter future.
Caption:
Material Matters honours one single fibre: 100% certified Fairtrade organic cotton. Knits, shirting, denim, dresses, and outerwear all made from one seed and in every colour under the sun. Selected style from our first drop are now on sale.
Reels for Sydney’s St Siandra
In this reel for St Siandra, I was asked to focus on events, shooting both catering and the space while capturing the nature of their Bluebird room.
In this reel for St Siandra, I was asked to hero the restaurant’s new prix fixe menu whilst capturing the summery, ‘perpetual-holiday’ vibe of the space.
Eve Wellness: Rhianna and A$AP
Capitalising on the power couple’s dramatic pregnancy reveal, I created this meme to highlight the power of Eve’s favourite hormone-loving, pregnancy-supporting supplement.
Eve Wellness: Spotlight on editorial
An attention-grabbing image supported by an engaging and educational caption to drive audiences to Eve’s newly created guide.
Caption:
Give Yourself A Hand 💗 : Celebrating The Art of Masturbation💦
Most of us start our sexual awakening with a little self-love but the art of masturbation has, for too long, been an education we get from hearing people talk about it - let’s change that shall we.
We want to normalise talking about masturbation and empower ladies to give it a go!
This is exactly what we are breaking down in our latest blog. Head to our link in bio to get saucy 😈. Eve x
Caption:
Name a bigger success story. …we'll wait