A MASTERCLASS IN WORLD-BUILDING

@coldestjoel

106.3K followers · usually 17.8K views a post

Views

235.7K

Likes

48.2K

Comments

235

Shares

1.7K

SoundTikTok sound · original sound - coldestjoel

Promoted product

Rachel Ojuromi

Why it worked

The video effectively uses "pattern interruption" by showcasing unexpected and visually striking examples of contrast in marketing, which grabs attention and makes the core concept memorable.

Summary

This video explains how content creators and brands use "contrast" as a "world-building" technique to capture audience attention in a saturated digital landscape. It highlights examples like a Nigerian fashion creator contrasting high fashion with street settings and brands like Monte and Grillo's using unexpected marketing visuals.

Structure

1Introduction to world-building through contrast
2Example: Rachel Ojuromi's fashion content
3Examples: Monte and Grillo's marketing
4Explanation of pattern interruption
5Generic formats vs. contrast

Original caption

Why brands and creators are using CONTRAST as world-building in their content, as shown with @Rachel Ojuromi 🔥 #worldbuilding #socialmediamarketing #contentstrategy

More from @coldestjoel

Product placement

Rachel Ojuromi (creator): ACTS - she creates and posts fashion content, which is the subject of the video. Removing her content would change the video. Monte (hair care brand): ACTS - it paints models' faces red in its marketing, which is shown as an example of contrast. Removing this would change the video. Grillo's (pickle brand): ACTS - it puts its pickles in a medical IV drip for marketing, which is shown as an example of contrast. Removing this would change the video.

On-screen text

A MASTERCLASS IN WORLD-BUILDING *as a strategist* The viral Nigerian fashion creator Rachel OJURUMI films high fashion catwalks on the streets of Lagos Nigeria veevian_amaka The first time I watched her video, I was scared for her of being harassed but watching this brought a huge relief, well-done girl phenixsoul GIRL YOU ATE DOWN 11 w 232 likes Reply anushkababushka22 My algorithm has taken the coolest fucking turns tonight 8 w 15 likes Reply she isn't posting generic GRWMs in the mirror the contrast is the hook it's high fashion meets street chaos and that hook was strong enough to get the creative director of Chanel commenting similarly We wouldn't recommend that either. MONTE Powder vs shower the hair care brand Monte paints its models' faces red Grillo's puts their pickles in a medical IV drip it's all about pattern interruption when content is being pumped out at a speed the internet has never seen before contrast is how you build worlds and every industry has a generic format for fashion it's the GRWM for food it's the taste test but this flips the script the viewers see something that doesn't immediately make sense as a strategist who works with brands the ones winning right now have a signature element and if your strategy still involves copying what Sharon next door is doing you will always finish last

Transcript

One of the biggest marketing trends is world-building through contrast. The viral Nigerian fashion creator Rachel Ojuromi films high fashion catwalks on the streets of Lagos, Nigeria. She isn't posting generic GRWMs in the mirror. The contrast is the hook. It's high fashion meets street chaos. And that hook was strong enough to get the creative director of Chanel commenting. Similarly, the hair care brand Monte paints its models' faces red. Grillo's puts their pickles in a medical IV drip. It's all about pattern interruption when content is being pumped out at a speed the internet has never seen before. Contrast is how you build worlds. And every industry has a generic format. For fashion, it's the GRWM. For food, it's the taste test. But this flips the script. The viewers see something that doesn't immediately make sense. As a strategist who works with brands, the ones winning right now have a signature element. And if your strategy still involves copying what Sharon next door is doing, you will always finish last.