The Challenge
To welcome the summer season, LCC Department Store aimed to roll out a campaign that would spotlight summer must-haves—ranging
from fashion and outing gear to sun protection—all while keeping things light, funny, and engaging for a wide audience.
How I Helped
As part of the in-house Marketing Services Department, I worked closely with the LCC Department Store Marketing team to bring this
campaign to life. I wrote the screenplay, directed the shoot, and handled the video editing, ensuring the final ad delivered the campaign’s
sunny, witty vibe.
The creative direction leaned on everyday summer quirks and Filipino humor to create a relatable storyline that naturally introduced the
store’s wide range of summer essentials.
Scope of Work
Concept Development · Screenwriting · Directing · Video Editing
Results
Just days after release, the campaign made waves on TikTok:
- 🎥 TikTok Views: 3 Million (within days of release)
Outcome
The ad quickly became a hit, driving conversations and visibility for LCC Department Store’s summer offerings. It showcased how creative
storytelling, humor, and strong visuals can connect with audiences and drive real impact—even for retail promotions.