H4CK
During my time as an associate creative at Looping Group, I had the pleasure to be part of the project H4CK (@h4ck.mag on TikTok), which now counts with over 100k+ followers that were gained purely with organic engagement.
The channel aims at communicating directly with Gen-Z, hence TikTok was the chosen platform. We created content about decoding both online and offline trends (such as regency core or curvewashing), as well as creating a safe space for FLINTA* and the queer community. With time, we started approaching topics such as music as well, focussing specifically on the electronic scene and Berlin.
My role as part of H4CK was mainly to edit the videos and to create its visual identity. The aesthetic of the project is futuristic and cyberesque, once technology advances significantly by the minute and the goal was to make it as modern as possible, but still visually appealing for Gen-Zers.
*Female, Lesbian, Intersex, Trans and Agender; anyone who is not a cis man.
The channel included different formats:
- H4CKED: trends, music genres, and other social and cultural phenomena were decoded and explained
- H4CKS: tips were provided for different occasions, such as what one should have in their bag if they plan on raving all weekend long
- ASKING U: interviews with different personalities who had interesting stories to share, such as a Berlin club bouncer, once door policies in Berlin clubs are so strict
- COME WITH ME: vlogs and tips for events, shops, among others. We would visit different places, share our experience and recommend it to our community (record shops in Berlin, for instance).
Other than editing the videos, I created eye-catching thumbnails that matched the brand's visual identity in order to make the channel's TikTok feed uniform.
In addition, I had the pleasure to host some of those videos and talk about different topics such as sexuality (and ways to explore it safely), fashion trends, and movies (such as Christiane F.'s Wir Kinder vom Bahnhof Zoo).