01___afterhrs. x TikTok_RFP Response_The Source Shoot
Don't make ads.
Make TikToks.
___TikTok's own creative guidance. We'll make both, and the voice that holds them together.
___The Ask
Three asks.
One production.
01
Cast a world
Characters strong enough to carry the brand across every format.
02
Make it all at once
Commercial spots, native TikToks and a deep photo library from one shoot and one budget.
03
Define the voice
A look, feel and tone that guides every TikTok shoot that follows.
___The Answer
The
Source
Shoot.
source shoot (n.) One production engineered to fill every channel at once, and the shoot every future shoot is measured against.
Every setup feeds three streams in parallel: commercial, native and stills. The decisions we make on set (who we cast, how we light, how the characters talk) become a fourth deliverable: the Source Book, TikTok's working guide to its own voice.
Our
expertise
Talent curation.
We assemble the team, and the cast, best suited for an integrated collaboration.
Creative development.
We develop insightful concepts to elevate the ask and the impressions.
Production.
We make ideation into assets through tailored solutions.
Post production.
We finish all the assets from edit, color, vfx, music and mix.
Development
services
From TikTok
C00RFP, specs & budget
TikTok shares the brief, deliverables and budget.
C02Selects a direction
TikTok reviews the routes and picks the one that fits.
C04Approves cast + approach
Cast, approach, bid and schedule signed off.
From afterhrs.
A01Creative + characters
Concepts, characters, tone references and casting options.
A03Voice development
Look, feel and tone drafted as a working Source Book.
A05Source shoot + delivery
Adjacent sets, live selects, in-house finishing, Source Book delivered.
The
cases
___Culture-forward work – adaptable across platforms – from single productions
Case study *Development
Nike
Street Vision
You vs. The City
Led by afterhrs. ECD Ben Solomon direct with Nike, “You vs. The City” built one world for Fall/Holiday 2025. From it came six films, social extensions and hundreds of OOH and social photo deliverables.
Six stories.
One world.
Each film a 15–30s vignette with the same shape: setup, complication, twist, punchline over black. All cut to every ratio (16x9, 4x5, 1x1, 9x16), with social extensions (Athlete POV, Build the World, Influencer in the Wild) made native for feeds.
Watch all nine ↗01 Bodega Cat
02 BMX
03 Teamwork
04 Splash
05 Wind
06 Talking
Hundreds of
OOH + social
assets.
___In the wild / OOH + social final
___Nike store, Barcelona
Out in
the world.
Nike + JD Sports paid social / Feed + Stories
One crew.
Many characters.
Case study *Production
Nike x Levi's
For the Air Max 95 x Levi's collab, director CIESAY built a fictional town, Blue Arc County, and filled it with four stories cast from athletes, influencers and street-cast talent. Every story shipped as a film and a stills set.
Four stories.
One world.
01 DIY Sniper
02 Paper Boy
03 Run Club
04 Double Dutch
Case study *Development *AH_22624
Nike x
Wu-Tang
Dunk High “Legendary”
For the Legendary Wu-Tang Dunk High, Nike brought in Ben Solomon of afterhrs. to build the world around the story: the design and the execution of a global integrated campaign. Two films, a photo and BTS library, and 55.8M+ in social reach.
Two films.
One hive.
A :60 and a :30, plus teasers and cut-downs, all delivered in 16x9, 9x16, 4x5 and 1x1. Alongside: 7 film stills, 20 photography stills and 15 BTS stills from the same production.
01 The Hive :60
02 Ice Cream :30
The shoe
heard around
the world.
From carefully crafted films against the Manhattan skyline with RZA and the Knicks, to elements from our world showing up in activations at MSG, we made sure our stories echoed throughout the culture ecosphere.
___Launch night / NYC
Social reach
55.8M+
Organic, across Nike + Wu-Tang Clan
Instagram
4.3M
Views on @nike / @wutangclan, 1.9% ER
YouTube
109K
Views
Press
Adweek
GQ, Hypebeast, COMPLEX
Director / Creative Director Ben Solomon / EP Thelonious Brooks / Photographers Anthony Blasko, Alain Levitt
Case study *Development *AH_2054
Beats
“3 The Hard Way”
The launch of the Beats Solo 4 with three athletes at the top of their sports: Naomi Osaka, Sha'Carri Richardson and Angel Reese. Photographed by Lauren Crew, BTS and video by Jesse Ray Diamond.
Three athletes.
One launch.
Each athlete got her own portrait world, styled by Jessica Willis & Jourdan Kadow, with film, stills and BTS captured on the same day.
Film
Naomi Osaka
Sha'Carri Richardson
Angel Reese
Built for
the feed.
_Launched across @beatsbydre and each athlete's own channels.
Social reach
8M+
Plays
1.5M
1,549,400
Engagement
764K
764,188 total
Shares
26.7K
26,695
___Solo 4
3 The
Hard Way.
Photographer Lauren Crew / Exec. Producer Thelonious Brooks / Exec. Integrated Producer Annie Henley / BTS + Video Jesse Ray Diamond
Case study *Development *AH2045
Team USA
USOPC / Paris 2024
afterhrs. partnered with the US Olympic & Paralympic Committee to develop, produce and capture a 360 campaign for Team USA at the Paris 2024 Olympics. Developed and captured by afterhrs. Co-Founder and Photographer Kai Regan with 65 participating athletes, running through the closing ceremony.
65 athletes.
One roof.
Adjacent stages, one crew, every discipline. Portraits, motion and social captured in parallel and released through the Games.
Team USA / Paris 2024
▶ Click to watch with sound
Unprecedented
reach.
_The campaign received unprecedented impressions, engagement and shares across Team USA's channels.
Social reach
50M+
Follower gain
1.08M
1,084,761
Engagement
2.8M
2,815,123 total
Plays
812K
812,400
___Behind the scenes
EP Thelonious Brooks / Executive Creative Kai Regan / Creative Alex & Yves / Photographers Kai Regan, Tyler Ash, Alex Shibutani / Directors Kai Regan, Alex & Yves / Producer Max Knies
___More from the studio
Also
made here.
*Case studies available upon request
*AH2033
Crocs x
Salehe
Salehe
3M+ social reach
*AH2037
Moncler x
Salehe
Salehe
27.5M+ UVM
For
TikTok
___the approach
Cast a
world, not
a spot.
01
Characters, not models
Every character gets a bio, a point of view and a voice before a call time.
02
Built to travel
Each has to carry their attributes through different captures across our library of content.
03
Room to riff
Scripted for the spot; structured improv for native, so it reads like TikTok.
One shoot.
Three streams.
Same cast. Same sets. Same light. Nothing needs a second day.
Commercial
Hero set, cinema crew
16x9 · 9x16 · 4x5 · 1x1
Scripted, storyboarded
Native TikTok
Social storytelling, phone-first crew
9x16, sound-on
Structured improv, trends, POV
Photo library
Portrait set + roaming stills
Portrait · lifestyle · product · BTS
Between and during takes
___The defining deliverable
The Source
Book.
TikTok gets the content, and the instructions for making more of it: the guide for in-house teams, agencies and creators.
Look
Palette, light, lensing, framing. Named so it repeats.
Feel
Pace, edit grammar, music, motion. 6s to 60s.
Tone
How characters talk. What's funny, what isn't.
System
Specs, safe zones, type, templates, do/don't.
Artists in
residence
___Eli Wirija, Lian Benoit, Jason Al-Taan and the afterhrs. roster shoot culture as it forms, not after it lands.
The culture
loop.
The Source Book can't be a time capsule. Artists on the edge of culture keep feeding it, and the brand gets a standing way to react and absorb.
01
Scout
Artists surface what's next: references, tests, sounds and scenes.
02
Provoke
Each quarter they answer a TikTok culture brief in their own voice.
03
React
TikTok's brand team flags what feels like TikTok, and what doesn't.
04
Fold in
What lands updates the Source Book and briefs the next shoot.
Where the
budget goes.
For Team USA we built adjacent, pre-lit sets under one roof. Athletes rotated between worlds while stills, motion and interview crews worked in parallel: one call time, one glam station, one review village. It's the model for TikTok's shoot.
01
Crews stay. Talent moves.
Adjacent, pre-lit sets.
02
Same light. Two cameras.
Stills and motion, one moment.
03
Native in parallel.
Phone-first crew alongside, not a second day.
04
Decisions on the day.
Live Selects, Reviewed at Video Village.
05
Finished in-house.
Edit, color, VFX, music, mix.
___Team USA / behind the scenes
Trusted brands
trust us.
Nike
Levi's
Team USA
Beats
Amazon
Moncler
Crocs
Converse
Starbucks
Honda
Samsung
McDonald's
De rien.
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Los Angeles, CA 90039
Commercials & Film theo@afterhrs.tv michael@afterhrs.tv
Integrated & Photography annie@afterhrs.tv
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