ASMR and behind the scenes content performs on TikTok for a reason: people want to see how things are actually made.

So I concepted short social clips showcasing the visceral, physical drama at VF's record pressing plant. The squish of a vinyl disc under tons of pressure, trim oozing out the sides. The swish of a chemical bath on a lathe, reemerging from its alchemic plunge. The slither of a sleek 12" record into its paper sleeve, before being cloaked in a cardboard shroud.

The content would resonate further by tying the posts to calendrical and cultural moments—the holidays and trending yuletide tracks, Virgil Abloh and his Louis Vuitton show, etc.

Ideated while running VF and growing its social channels to +2M followers, my original plan was to send in a longstanding freelance photographer alongside a brilliant writer to capture video, stills, and editorial in one fell swoop. Executed after I had moved on from the org, it's not the treatment we would have delivered, but the idea held. To the tune of nearly 11.5M views across the 3 videos, with 8.7M in the December post alone.

Proof that a winning concept should outlast its creator, and still land.