“Heaven Has to Wait” Campaign for Darc Sport
For this campaign, I was tasked with bringing the Heaven Has to Wait concept to life — a message centered around having unfinished business on Earth and choosing to keep living. I developed a content strategy that would resonate deeply with my audience, directing and curating emotionally driven visuals that emphasized the contrast between struggle and hope.
I personally directed the shots with intentional product placement to highlight key Darc Sport pieces from the launch, ensuring the branding felt authentic. The video was edited in CapCut using trending audio to maximize reach, and I carefully selected footage that captured intense expression and movement to amplify the campaign’s message.
The accompanying caption was a vulnerable reflection on my own experience with an eating disorder in my younger years. This was a moment of honesty that created meaningful dialogue around mental health, resilience, and the decision to embrace life. The campaign generated 753,200 combined views across TikTok and Instagram. This project reflected my ability to lead content direction, blend storytelling with brand identity, and create impactful dialogue through visual and written content.
