Brief

Untagged (a preloved clothing resale startup) was looking for a rebrand and a social media campaign. It had to speak to their target audience — Gen Z — and drive app downloads.

Response

I created a witty, chaotic and vibrant brand personality to mirror our target audience’s vibe. I wrote specific TOV guidelines to ensure consistency. We took inspiration from Fashion Brand Company.

From this, I came up with a campaign concept called ‘The Untagged Uprising’. It treated the app like an underground gorilla organisation — using wanted and missing poster formats. I wrote and filmed an intentionally low-budget-looking social ad — mirroring a homemade TikTok sketch (a popular medium amongst the youth).