Whipshots x Gopuff
THE ASK
On the fly as part of a separate shoot, the Gopuff team was able to capture a few minutes of video with Cardi B to promote her alcoholic whipped cream brand: Whipshots. This was in the plan as a nice to have rather than a guarantee, so the creative team came up with lines for her on the fly and let her improvise in front of camera for a few minutes. Our in-house team then kicked the footage over to me so that I could find a way to turn what was captured into an engaging social media ad that let people know they could order Whipshots on the Gopuff app.
THE CREATIVE
At the time, TikTok had just discovered the joy of using text-to-voice in videos. My team and I came up with the idea to use that trend to have Cardi B respond to questions a robotic voice was asking her as though they were having a conversation. This worked especially well as some of the footage we were given was intended to be her side of a phone call that was left on the cutting room floor from the main shoot. The footage we had included Cardi B saying things like “I need to go feed my dolphin” as well as some reactions like “yes, no…maybe.” With those to play with, it was up to me to write the other half of the conversation. It was one of my favorite projects because it was a puzzle with some pieces we couldn’t change, but still opened the door for really creative solutions.
RESULTS
Posted across several different channels including Instagram and TikTok, the result was creative that is entertaining, engaging and, maybe most importantly, modular. We were able to use it to make organic social content we could change to both keep it fresh and react to a moment. Just the Valentine’s Day version of this creative has over 900 likes on instagram alone.
