https://weareflyingmachines.com weareflyingmachines.com Wed, 05 Nov 2025 18:10:20 +0000 https://weareflyingmachines.com en https://weareflyingmachines.com/Main-copy Wed, 05 Nov 2025 18:10:20 +0000 weareflyingmachines.com https://weareflyingmachines.com/Main-copy FLYINGMACHINES – THE STUDIO OF CASPAR WILLIAMSON Collaborating with brands and agencies on social-first creative, strategy, and leadership           ︎ ︎ About Flyingmachines        A consultancy-studio specialising insocial-first creative direction, strategy, design, and production. After leading social teams for Pinterest, TikTok, Samsung, Adobe, and e.l.f. Cosmetics, Caspar founded Flyingmachines —helping brands, platforms, and agencies lead confidently across paid, earned and organic social. An agile partner with the ability to scale on demand. https://weareflyingmachines.com/Intuition-of-the-Instant Tue, 22 Aug 2017 11:29:47 +0000 weareflyingmachines.com https://weareflyingmachines.com/Intuition-of-the-Instant How Flyingmachines works with brands and businesses Strategy · Creative · Production · Partnership · Help define where and how you show up and what role you play across social, with specialisms in TikTok, Instagram, YouTube, Pinterest and culture-led content. Partner with leadership to define how creativity drives measurable growth and cultural relevance through paid, earned and organic content production. Solo — Plug Caspar in where you need senior creative direction, strategy, or storytelling. Fast, focused, and fully embedded. Squad — A small, sharp team built around the brief. Can assemble the right mix of social experts to deliver with pace and precision. Partner — A deeper collaboration. Operating as an extension of your company and shaping long-term growth and end-to-end capabilities. WATCH THE REEL https://weareflyingmachines.com/Work-1 Tue, 22 Aug 2017 11:29:48 +0000 weareflyingmachines.com https://weareflyingmachines.com/Work-1 Projects OLD SPICE SOCIAL CAMPAIGN PLATFORM FIRST CREATIVE CREATOR / INFLUENCER BRAND REPOSITIONING Re-energising an iconic brand for the social era, Old Spice’s latest campaign brought its trademark humour to TikTok through creator-led storytelling and platform-native comedy formats. The strategy and creative were designed to reinterpret the brand’s irreverent voice for a new generation — blending skits, duet chains, and reactive content that turned viewers into participants. The result: a bold revival of Old Spice’s confidence-driven identity that proved heritage brands can still dominate the For You Page. Creative Strategy · Creative Direction · Platform Innovation · Social Content Production ADOBE – POWERING COMMUNITIES IG/TT/YT CAMPAIGN BRAND STORYTELLING CREATOR / COMMUNITY LED Transforming product utility into emotional connection — this campaign redefined how Adobe Express shows up in culture. Instead of leading with product features, Adobe and Movers+Shakers championed real entrepreneurs and community leaders — telling authentic stories of creativity, growth, and empowerment. Across 50+ social-first assets, the campaign built connection and relevance, turning Adobe Express from a creative tool into a community-driven movement that celebrates everyday creators. Creative Strategy · Creative Direction · Social Content Production /* Responsive 2x2 grid for all screen sizes */ .portrait-video-grid { display: grid; grid-template-columns: repeat(2, 1fr); gap: 1.5rem; justify-content: center; align-items: start; margin: 2rem auto; max-width: 900px; /* centers nicely without going too wide */ } .portrait-video { width: 100%; aspect-ratio: 9 / 16; /* keeps correct video shape on resize */ overflow: hidden; } /* On smaller screens, keep 2 columns but shrink gap */ @media (max-width: 768px) { .portrait-video-grid { gap: 1rem; max-width: 100%; padding: 0 1rem; } } SAMSUNG GLOBAL SOCIAL IG/TT/YT GLOBAL CAMPAIGN ALWAYS-ON ORGANIC GLOBAL PARTNERSHIP CREATOR COLLABORATION As Global Social Creative Director for Samsung at R/GA, Caspar built and led the global social team servicing Samsung HQ in South Korea.After creating platform playbooks for TikTok, Instagram, and YouTube — Caspar worked cross-functionally across all divisions, and developed a full creator and influencer production workflow that enabled 5+ organic posts per week for Samsung’s global channels, and scalable frameworks for US, UK, and APAC markets.  This repositioned Samsung as a leading voice in creativity and innovation — moving from product-first to people-first storytelling that celebrates global creators and everyday innovation. Global Social Creative Direction · Platform Strategy · Creator Ecosystem · Always-on Production SAMSUNG x STEMDROP GLOBAL LAUNCH PLATFORM-FIRST CAMPAIGN MUSIC PARTNERSHIP CREATOR COLLABORATION A global music collaboration powered by Samsung and TikTok, StemDrop reimagined how fans engage with new music releases. In partnership with Syco Entertainment and Universal Music Group, the initiative launched with a new single dropped exclusively on TikTok — giving creators the stems to remix, duet, and share their own versions across the platform. The campaign blended entertainment, innovation, and user participation, turning TikTok into a collaborative studio and amplifying Samsung’s role at the intersection of creativity and technology. Creative Strategy · Global Creative Direction · Platform Innovation · Branded Entertainment E.L.F. COSMETICS IG/TT CAMPAIGN BRAND STORYTELLING CREATOR COLLABORATION ALWAYS-ON ORGANIC SOCIAL Turning everyday launches into unmissable cultural moments — Caspar spent 12 months redefining how e.l.f. shows up on social. Instead of traditional UGC product reveals, we built an end-to-end team for e.l.f. Cosmetics organic social content at Movers+Shakers, producing daily content that saw engagement skyrocket through tease-and-drop storytelling and their UK TikTok channel grow from 5k to 200K+ followers in 10 months. Each release became an event — bold, shareable, and impossible to scroll past. By transforming routine announcements into cultural drops, we proved that hype isn’t found — it’s made. Creative Strategy · Creative Direction · Always-on Production /* Video grid layout */ .video-grid { display: grid; gap: 1.5rem; justify-content: center; align-items: start; margin: 2rem 0; } .portrait-video { width: 100%; max-width: 380px; margin: 0 auto; } /* Desktop: 4 across */ @media (min-width: 1024px) { .video-grid { grid-template-columns: repeat(4, minmax(240px, 1fr)); } } /* Tablet: 2 across */ @media (max-width: 1023px) and (min-width: 481px) { .video-grid { grid-template-columns: repeat(2, minmax(240px, 1fr)); } } /* Mobile: stay 2 across */ @media (max-width: 480px) { .video-grid { grid-template-columns: repeat(2, 1fr); gap: 1rem; } } OFF-WHITE TIKTOK LIVESTREAM GLOBAL PARTNERSHIP EXPERIENTIAL PLATFORM FIRST PAID / INFLUENCER A defining cultural moment — Off-White’s first Paris Fashion Week show since the passing of Virgil Abloh, marking both a tribute to his legacy and the launch of the brand’s official TikTok channel. In partnership with Virgil’s estate, Caspar led the creative rollout, building anticipation through a platform-first campaign that reintroduced Off-White to a new generation. Momentum culminated in a TikTok’s first interactive runway livestream — featuring multiple camera feeds, backstage access, and creator hosts. Off-White gave global audiences control of their front-row experience. A 12-hour live DJ warm-up united fans and creators worldwide, transforming the show into a collective celebration of Virgil’s enduring influence. Creative Strategy · Creative Direction · Platform Innovation · Creative Production ELLESSE x ZARA LARSSON TIKTOK LIVESTREAM TIKTOK SHOP PLATFORM FIRST BRAND PARTNERSHIP A live, shoppable concert experience — a first-of-its-kind activation on TikTok. Blending performance, fashion, and technology, the show let viewers explore and purchase Ellesse’s new collection in real time as Zara performed live. Each song was paired with dynamic, virtual environments that evolved with the music, creating an immersive fusion of digital and physical worlds. The campaign built momentum with a teaser launch on Ellesse.com before the global TikTok event, which marked the start of an ongoing creative partnership between Zara Larsson and Ellesse. Creative Strategy · Creative Direction · Platform Innovation · Creative Production JD SPORT x LOVE ISLAND TIKTOK HASHTAG CHALLENGE PAID / ORGANIC / INFLUENCER BRAND PARTNERSHIP AR BRANDED EFFECT A cross-platform campaign merging entertainment, fashion, and fan culture. JD became Love Island’s official activewear partner, outfitting contestants while engaging audiences through interactive social content. The activation launched with TikTok’s #GetGrafting challenge, inviting fans to show off their moves and win Love Island prizes, supported by the YouTube series JD Get Grafting featuring ex-Islanders in dance and trivia showdowns. The collaboration extended beyond the villa, driving community participation and online sales through a dedicated JD x Love Island hub. Creative Strategy · Creative Direction · Creative Production NIKE – HOI PARIS BRAND EXPERIENCE RETAIL LAUNCH DIGITAL STORYTELLING CREATIVE DIRECTION Launching Nike’s House of Innovation in Paris — a space where retail, technology, and creativity converge. B-Reel crafted the digital storytelling and content direction for the global launch, translating Nike’s design philosophy into an immersive on-platform experience. The campaign brought to life the spirit of innovation through interactive moments, creator collaborations, and in-store activations that celebrated the intersection of sport, culture, and community. Creative Direction · Brand Storytelling · Digital Experience · Content Production MERCEDES-BENZ x TIKTOK BRAND PARTNERSHIP GLOBAL BRAND CAMPAIGN PLATFORM-FIRST STRATEGY CREATOR PARTNERSHIPS A breakthrough collaboration between Mercedes-Benz and TikTok, this campaign reimagined automotive storytelling for a new generation. We turned the iconic brand into a creator catalyst, launching this exclusive brand activation in Stugard, Germany with TikTok-first films, live experiences, and interactive activations that merged music, design, and innovation. Leveraging celebrity talent, TikTok-native creators, and platform storytelling, the campaign shifted Mercedes from spectator to participant in youth culture—driving relevance, awareness, and community at scale. Creative Strategy · Creative Direction · Platform Innovation · Branded Entertainment GORILLAZ – SPIRIT HOUSE IMMERSIVE EXPERIENCE DIGITAL / PHYSICAL FUSION EXPERIENTIAL LAUNCH MUSIC & CULTURE Spirit House was a fully immersive brand universe built to launch Gorillaz's first album in seven years — transforming their virtual mythology into a real-world, multi-sensory experience. Fans didn’t just listen to music; they stepped *inside it*. The house reacted dynamically to each visitor using motion, light, sound, haptics, projection, and environmental effects — turning physical space into a living extension of the band’s narrative world. Rooms shifted in mood and intensity as fans progressed. Designed to blur reality and fiction, Spirit House became a cultural event — igniting global press, fan pilgrimage, and social sharing. It set a new benchmark for experiential music launches, demonstrating the power of story-led environments to reimagine how audiences interact with artists and sound. Creative Direction · Experiential Design · Immersive Storytelling · Multi-Sensory Production Awards: Cannes Lions Gold · Clio Grand Prix · D&AD Pencil · BIMAs Winner · Webby Award