Jan 27, 2022
If you haven’t heard of TikTok sensation Francis Bourgeois before now, you soon will. He’s the face of the new Gucci/The North Face collaboration. Bourgeois shot to fame after posting trainspotting videos on TikTok during the pandemic, with over 2.2million followers on the platform. Watch the ad here.
So What?
So why is this collaboration worth highlighting? Apart from Bourgeois’ wonderfully joyous and refreshing channel (who knew we could become giddy at the sound of ‘the tones’), the campaign taps into the growing trend against homogeneity. Too much content on social platforms feels homogenous and repetitive. The same dance to the same song to the same celebrity.
Going beyond what’s expected and exploring the edges - the weird - is the new way to cut through and create thumb-stopping content.