i was gonna shoot this whole perfect campaign

@theshelfnyc

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SoundTikTok sound · original sound - jsutv

Promoted product

The Shelftheshelfnyc.com

At The Shelf, we’re taking the fun in snacking back. No guilt trips, no bland bites, just curious, crave-worthy finds that are good for you and actually taste good. We do the discovery, you do the enjoying.

6 videos

Why it worked

The video uses a relatable narrative about overcoming the pressure of perfection and embracing spontaneity, which resonates with viewers. The creator's personal story and the aspirational message of "The Shelf" create an emotional connection, while the subtle reveal of the product and its new location builds anticipation.

Summary

The creator discusses how they wanted to create a welcoming space called "The Shelf" where people can try new things without overthinking it. They announce that The Shelf is moving to Greenwich Village.

Structure

1Initial idea for a perfect campaign
2Realization about the constraints of labels and rules
3Desire for a more accessible and fun experience

Original caption

The Shelf opening May 15 in Greenwich Village… we aren’t just a snack pantry this time 👀🤭 stay tuned #fyp

More from @theshelfnyc

Product placement

The video features "The Shelf" which is presented as a physical store or space where customers can discover and try new products. The creator is shown holding various packaged items and interacting with shelves stocked with products.

On-screen text

we The Shelf ❤️ Greenwich Village

Transcript

i was gonna shoot this whole perfect campaign but then I remembered who The Shelf is because honestly... labels, rules... it kind of took the fun out of it and I think we've all felt that. So I didn't want to build something that felt like that. I wanted a place where you could just walk in, try something new, and not overthink it. I'll do the digging, the tasting, the hunting. It'll be the digging, the tasting, the hunting. You just show up. Welcome to The Shelf ❤️ we're moving to Greenwich Village