Alongside the main campaign, I worked on a series of DM’s TikTok content. Working with their in-house social team, we produced a series of truly authentic content on TikTok by embracing imperfection, humour (less seen in normal DM’s comms) and tapping into theme or trends on TikTok.

Enter ‘My Dm’s' Confessions’, a tongue in cheek format where the idea is to work with real DM's wearers (not models or influencers, and including DM fans from different generations) and get them to 'confess' what they have done in their DM's!

Here are some of my favourite ones and they also happen to be the audiences favourites too - seeing as they all have more than 150k views!