Case study — Social Media Campaign
A social launch campaign for Sky's original drama — built from concept through to on-set shoot and edit, spanning long-form hero content and low-fi native cuts across YouTube, Meta and TikTok.
TV Series Launch
Role
Concept, Editing lead, Roll Out
Deliverables
Long-form hero edits, low-fi short-form
Channels
YouTube, Meta, TikTok
The Brief
Launch content that spans every platform it needs to
Sweetpea needed a launch campaign that could carry across three very different platforms at once — each with its own pace, tone and native format. That meant building a content plan before a single frame was shot, not editing one after the fact.
The team pitched the content concepts ahead of filming, then attended the shoot itself to capture interviews and behind-the-scenes footage with the cast and crew on set. From there, the raw footage was cut into a full slate of launch content — from polished long-form pieces built for YouTube, through to low-fi, native-feeling cuts built for TikTok and Meta.
01
Concepts before cameras
Every format was pitched and approved ahead of the shoot, so on-set time was spent capturing what the edit actually needed — not improvising around it.
02
On set, on the day
The team attended filming directly, shooting interviews and behind-the-scenes footage with cast and crew as the proposed concepts came together in real time.
03
Low-fi and long-form, one shoot
The same raw footage was cut two ways — polished hero pieces for YouTube, and rougher, native-feeling edits built to perform on TikTok and Meta.
The Work
Built for the platform, not just repurposed for it
The same shoot fed a genuinely different edit for each platform, rather than one master cut resized three ways.
YouTube
Long-form hero pieces — studio tours and "a look inside" style features giving fans an extended, in-depth view of the show and its world.
Meta and TikTok
Mid-length hero edits built around cast features and behind-the-scenes moments, sized for feed and Stories placements. Low-fi, native-feeling organic cuts — built to sit comfortably in-feed rather than read as promotional content.