Last year was the warm-up; 2025? GAME TIME.

In 2025, brands can’t rely on the bare minimum anymore. To stand out, you’ve got to go BIG or go HOME!

☁️ OOH campaigns that stop traffic - billboards, creative displays & cultural moments
☁️ Storytelling that sticks - content that creates conversations & builds community
☁️ Social content that’s relatable, with human tones over corporate bots

This is the year of marketing that feels real 🤝🏽 bringing people together.

Who knows? Maybe your #edgymarketinggworl will get the call up to bring some of these campaigns to life 😉

Featured Campaign: ASICS

ASICS said they’re delivering more than just shoes; they only selling statements!

Instead of couriers, professional athletes delivered their running shoes to brand ambassadors, blending community with creativity.

Here’s why it worked:

1️⃣ It embodied ASICS’ core value of movement and performance
2️⃣ Turning deliveries into an unforgettable experience
3️⃣ It connected deeply with the running community

ASICS proved that when purpose meets storytelling, the results are unforgettable.

Honorable Mentions:

• Odd Muse’s Bridesmaid Launch: 2024 was the year of nonstop proposals, and this New Year’s Day launch? Perfectly aligned with the bridal agenda.

• Bumble x Amelia Dimoldenberg: Dating meets humour with the Chicken Shop Date queen at the centre of Bumble’s 2025 campaign.

•  Welcome to the Jungle UK’s “Perfect Match” Campaign: Bright, quirky ads proving there’s a “perfect match” for everyone - fitting in the current job market.

APPLE MUSIC x LIL BABY

Imagine this: Lil Baby ‘California Breeze’ as the centrepiece of an Apple campaign.

It’s shot in bird's-eye view, where everyone is in their AirPods Max. The camera pans down into an intimate moment: Lil Baby performing in what feels like a private concert in your ears.

The psychology here…

People love buying into exclusivity - they want what their fav rappers have & FOMO (Fear of Missing Out) is real. The storytelling would tap into that feeling of connection, luxury and belonging all at once.

If Lil Baby’s wearing AirPods Max, they’re suddenly the must-have accessory.
The Birds Eye view showcases the collective power of Apple, but the close-up concert moment makes it personal.

People want to feel like they’re part of an exclusive club, and this campaign subtly invites them in.

Apple’s campaigns already scream innovation, but blending celebrity culture, personal moments, and aspirational luxury would take it even further.

Because here’s the real secret: people don’t just buy products - they buy the feeling of belonging to a lifestyle.

This concept flips the script from selling gadgets to selling moments you don’t want to miss.

🎯 Boohoo Group PLC - Social Media Executive
London | View Role

🎯 Bloomberg - Social Media Content Creator & Community Manager
London | View Role

🎯 Wowcher - Social Media Manager
London | View Role

🎯 the LEGO Group - Campaign & Creative Manager
London | View Role

🎯 American Express - Marketing Manager
London | View Role

🎯 McCann - Social Media Executive
London | View Role

📚 Upskill Opportunity: Introduction to Social Media Marketing

#KeepingupwithSteph

"He cuts off every branch in me that bears no fruit, while every branch that does bear fruit he prunes so that it will be even more fruitful." John 15:2

So, I’ve shortened this to Steph instead of Stephanie but let me warn you now; in real life, it’s Stephanie because I do bite.

It’s been a great two weeks off LinkedIn, and honestly, it gave me time to work on my Personal Branding services, map out a mini-rebrand & gear up for an amazing year ahead.

Oh & guess what? New series #offbrandonly coming soon 👀

There you have it, my first in-person appearance of the year at Samsung KX with Stephen for The Gallery Creatives Launch Event & boy… you had to be there!

I’ll just leave y’all with this: IF NOT US, THEN WHO?

Yes, your gworl is wrapping up January as a Keynote Speaker at UCL & omg, I can’t wait for that moment 🫶🏾

As for 75 Hard, it’s still going strong. No one wanted to join my group 🤣 so it’s just been me and my girl in the thick of it, but we’re still making it happen.

Want to take your personal brand to the next level? Book me for a 1:1 session here!