Brief:
Create short-form video content to launch Subway’s new merch range in a way that felt native to Gen Z and tapped into social shopping behaviours — all while building hype ahead of the drop.

Creative approach:
As a Gen Z shopper myself, I asked: “What kind of content would actually stop me mid-scroll?”
Using insight from TikTok trends and organic ad formats that convert, I developed two teaser videos and two launch assets that mirrored native UGC-style shopping hauls and reactive commentary. Each treatment was tailored to drive curiosity, shares, and saveability - all aligned to platform behaviours.

Results:
838k views across TikTok and Instagram
Increased early engagement ahead of merch drop
Brief extended based on content performance