11/30/2023 0 Comments Tik toker“The resources that we have, as independent creators, are so vast – not only the technology of cameras, lenses and editing software, and the capabilities, but just the access that we have to information and being able to learn how to navigate all of these things.” Of course, she acknowledges that there are limits to this independence. Wells credits the flexibility enabled by working independently for the impressive quality of her work. She creates all of the sets herself, wracking together products from Ikea and Amazon to create makeshift ‘showers’ or ‘kitchens’ that look highly realistic, in a studio situated in a convent across the street from her home (“Every once in a while, a nun will walk in and say hello,” she says). Today, Wells has built up her portfolio significantly she’s applied her DIY approach to create video ads for major clients including Samsonite, Logitech, Sabra and Procter & Gamble-owned Olay, Dawn and Gain. ![]() So, there’s a need in the more traditional broadcast media space for people who really understand social.” Setting up shop. “The viewership potential is so high – it’s almost as high as a Super Bowl ad in some cases – but the costs are obviously much more affordable. ![]() “Bigger brands are directing a lot of their marketing budgets toward TikTok and social now,” she says. The firm brought her onboard a burgeoning program that Wells explains is designed to “bridge the gap” between independent social media-focused creators and traditional media. Around the same time, she was scouted by Tool of North America, a Los Angeles-based production company. “A lot of brands are beginning to recognize that even though I’m not a influencer – I’m not going to show your product and say, ‘I love this product, because XYZ’ – I still bring value with the content that I make.” By the spring of last year, she had quit her job at Grande Cosmetics to work full-time as a self-employed creator. That was when the floodgates really opened. branded ads do not get that kind of organic traction ,” she says. The TikTok content she created on the brand’s behalf received 9m organic views. The brand tapped Wells to create a national TikTok ad campaign. Among the first to reach out to her was popular fitness-focused energy drink Celsius. watch till the end for the final vid! // 1,000 points if you can figure out what song lyrics are on the paper #videomagic #fyp #epiccommercial ♬ my future - Billie EilishĪnd brands started to notice. Just a few months later, an ‘ad’ she made for a paper clip garnered nearly 13m views on TikTok. She moved back to her family home in Westchester County, New York, and took a job working in video content production for make-up brand Grande Cosmetics – while continuing to create her own parody TikTok ads on the weekends. “It got like a million views, which was absolutely mind-blowing, because up until that point, I had a couple of hundred Instagram followers, so those numbers to me were unimaginable.” Within a few months, she’d built up a substantial following on the platform. “The first was a commercial for a fork,” she says. They were all filmed in her bedroom or living room. Using production-grade lighting tools, homemade sets and a little help from friends here and there, Wells began creating dazzling, high-energy videos with a degree of editing and production that mimicked real, million-dollar ad campaigns. Wells began creating faux commercials for random objects – such as books, toilet paper and even potatoes – as a way to exercise her creative freedom and put her filming, production and editing skills to the test. if you don’t practice, you’re simply not going to learn.” A new lens The biggest thing that helped me learn how to do this was actually just doing it – which is maybe a little bit counterintuitive, but for something that’s so visual and hands-on. ![]() But I found that I wasn’t really absorbing any of the information until I was actually creating things. “At the very beginning, I was trying hard to learn in a more formal way. She spent time reading articles and watching YouTube tutorials on video production and editing. Then, in April, she joined TikTok and began filming original content in her apartment.Īs an amateur, she felt that there was a lot to learn about the craft. She had taken up photography a couple of years prior and decided to pull out an old camera. “I found myself going from being a full-time student. were being canceled because the school did not have any sort of online infrastructure,” she explains. At the onset of the pandemic in early 2020, Wells was finishing her master’s degree in linguistics in Edinburgh, Scotland.
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