Hilton - The Ad You Stay In
Writer | Co-Director
When we got the boards from TBWA for a 10 MINUTE LONG TIKTOK for Hilton I said the same thing everyone else probably said “uh, no way.” But then I took a nap and changed my attitude and the ideas started coming. After a year of working on branded TikToks I had a lot of things I’d wanted to try out, and 10 minutes felt like a huge opportunity. We started from scratch, crafting a TikTok designed to constantly trick people into thinking they were no longer watching an ad, then hit them in the face with it with overt branding, and more specifically, with Paris Hilton.
TBWA and Hilton could not have been better partners. The bought into the idea 110% and committed more resources to it than I’d ever seen on a social-first project before. They collaborated and encouraged us to push the envelope. They went to bat for the more outrageous ideas, and they brought an immense amount of finesse and understanding to the final edit.
Because of the scope of this project 1st Ave Machine paired me with the brilliant director Danielle Katvan and we divided the shoot into two types of content: low-fi UGC content and high-production commercial content that we would re-cut to feel like it was “stolen” from television.
Everything about this production was a dream come true. With a current standing of more than 30 million views, 500k likes, and IMMENSE engagements across social this is my most successful social-first work to date.
Co-Director: Danielle Katvan, Agency: TBWA, Client: Hilton, Production Company: 1st Ave Machine, DP: Jordan Parrott, EP: Ella Nuortila, Producer: Rachel North, PD: Brittany Ingram, Editor: Jonah Oskow