ROLE
Digital Strategy Consultant - Art Director
format
TikTok-first adv Campaign - Product Launch
skills
Digital Strategy - Art Direction - Social Content - Creator Management
year
2025
agency
ADVERTEAM
client
Gabbiano S.p.A.
The challenge
Weegle is more than a hair tie: a moldable tube that becomes a bracelet, clips onto a bag or ties up hair in seconds.
The client imagined it as an iconic symbol for the new generation appealing to both Gen Z and kids.
The ambition was clear: a launch for a product as a cultural object. That’s why we set the challenge in one field only a: TikTok-first campaign.
Our insight
Young audiences doesn’t simply buy functional products, they buy aesthetic codes that help define who they are.
TikTok is the natural arena for this: everyday life becomes content and objects become trends.
Weegle’s shapeshifting nature, from hair tie to charm, made it the perfect candidate to live and grow in this ecosystem.
The concept
The video hero’s art direction was conceived as a hybrid: the polish of a classic ADV production combined with subtle TikTok references. This balance gave the video the authority of a brand statement while allowing the output of content creators to feel authentically native to the platform.
The video hero was designed as a pop-inspired TikTok clip:
Vertical transitions, dynamic gestures and bold colors.
Young protagonists playing with the camera like a cellphone.
An original jingle acting as sonic identity.
To reinforce the message of versatility we also created three additional 6-second cuts each highlighting a different product feature.
