WHY OUR SOCIAL MEDIA AND VISUAL DIRECTOR WENT AWOL?
Where’s Jo? The Playful TUDARK Campaign That Had Everyone Talking
TUDARK is known for blending storytelling, culture, and creativity into every campaign, and our latest release, the Triple Onyx Tracksuit, was no exception. But this time, we added a playful twist that had the audience fully engaged—because something (or rather, someone) was missing.
The Story Behind the Campaign
When it came time to shoot the promotional content for the Triple Onyx Tracksuit, our founder and creative director took to the camera in a raw, unfiltered, and intentionally home-made video from the studio. In the video, he humorously struggled to record good content, emphasising how the quality of visuals had diminished due to the absence of one key player—Jo, the social media and visual director behind all TUDARK content.
The founder playfully proclaimed the urgency of finding Jo, sparking curiosity and engagement among our audience. The message was clear: "We need Jo!" Without her, the visuals weren’t quite the same, and the struggle was real.
#WheresJo – A Viral Moment
Rather than a traditional polished ad, we took a guerilla-style approach, inviting our community to take part in the campaign. We urged our audience to use the hashtag #WheresJo, helping us “find” our missing creative while also directing them to check out the latest Triple Onyx Tracksuit release. This interactive call-to-action not only showcased our newest collection but also reinforced the importance of our team’s creative synergy.
The Response & Future Plans
The campaign was met with an overwhelmingly positive response. Our community embraced the humor, the relatability, and the unique storytelling approach. #WheresJo quickly gained traction, creating buzz around the release in a way that felt organic and engaging.
Given the success of this campaign, TUDARK is considering making it a running theme for future product launches. By injecting personality, humor, and an authentic behind-the-scenes look into our creative process, we continue to redefine what a fashion campaign can be.
More Than Just Fashion—A Movement
At TUDARK, we believe fashion isn’t just about clothing—it’s about storytelling, community, and culture. The Triple Onyx Tracksuit embodies all of these elements, and the #WheresJo campaign was a perfect example of how we bring our releases to life in a way that resonates with our audience.
So, the real question is… Where’s Jo? And what will we do next?
Stay tuned. 😉
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