Made with Millie Sykes
Client
Free AF
Year
2024
Location
Los Angeles
Discipline
Digital
Headline result
13M+
People reached
Channels
Creator video, paid social, in store
A series of creator videos for Free AF’s retail push, conceived and shot by Millie Sykes.
Brand, content and social, at Free AF
Max Lawton
Global Brand and Digital Manager
Lisa King
Founder and CEO, Free AF
Millie Sykes
Content Creator
Simon Turner
Cofounder and Partner, New Ground
Steven Fernandez
CEO, New Ground
Free AF needed cultural momentum behind its retail expansion, and the content had to be something people wanted to share.
The best creator work gives the creator room to make the brand feel like their own.
Shaping the partnership and building it into an integrated campaign, with tailored videos from Millie running across stores, paid social and wider retail activation.
People reached
Key states
National retailers, Walmart and Target
Reached over 13 million people across 42 key states, behind Free AF’s push into Walmart and Target.
