ASOS: Ed Sheeran x For One Night Only 2022
ASOS partnered with Wellstock & For One Night Only, an innovative fundraising initiative where some of the biggest names in music, entertainment, and sport donate their time to create exclusive, money-can’t-buy experiences. Fans could enter a charity prize draw for a chance to attend. The inaugural For One Night Only event featured Ed Sheeran performing an intimate gig at London’s Union Chapel in October 2022 in support of Shout.
To drive awareness, ASOS partnered with For One Night Only to launch a competition. Eight pairs of tickets to the debut event—an exclusive Ed Sheeran gig—were given away to Instagram followers.
My role involved developing the competition mechanics and driving the use of #ASISxFONO, concepting the shoot's creative direction, and leading on-set direction to create engaging social assets that drove entries and maximised engagement.
More details below...
Creative Role
To amplify awareness of the competition, I devised a TikTok video featuring ASOSers discovering the giveaway, generating buzz and driving traffic to Instagram for entries.
Additionally, I led the creative direction and execution of the competition Reel featuring an ASOSer, overseeing:
- Concept development, including video direction and outfit transitions
- Briefing the videographer and model
- Directing the shoot and edit
- Managing revisions and signing off the final content
For the TikTok activation, I spearheaded:
- Concept and direction, ensuring a natural and engaging employee-generated moment
- Casting from within the business - A perfect example of employee-generated (EGC) content.
- Directing the videographer and overseeing the edit