The starting point was a situation familiar to many people furnishing their first home. Renovation quickly stops being the exciting part of choosing tiles and becomes a series of difficult decisions, conflicting advice and questions with no single obvious answer because everyone around you “knows best” 🫣
Filip Mokrogulski played a young adult trying to furnish his first apartment while navigating the chaos of renovation.
In this story, the “enemy” was not renovation itself but renovation stress: too much choice and feeling lost among flooring, rugs, doors, lighting, kitchens, bathrooms and wardrobes.
Around Filip, we built a world of well-known digital creators, including Satyrian, Sołtys Lubelszczyzny, Weronika and Patryk, Weronika Walasiewicz, Damian Tkaczuk, Gymsztof, Mateusz Glen and Tyszka.
Each creator represented a different “school of renovation” and a familiar everyday archetype: the father, the mother, the neighbour, the aunt, the older brother, the gym friend or a wealthy, slightly out-of-touch couple of friends 😊
As a result, audiences did not watch a traditional product ad. They watched humorous scenes in which they could recognise their own families, friends and renovation experiences. The scenes took place in store aisles, with specific products becoming a natural part of the situation, conversations and the protagonist’s needs.The Leroy Merlin expert provided a factual counterbalance to the humorous chaos. They helped organise Filip’s renovation dilemmas, explained technical issues in simple language and showed practical solutions available in Leroy Merlin stores.
We focused primarily on:
• a native format tailored to the language of TikTok
• storytelling and humour built around recognisable archetypes
• creators playing roles rather than appearing only as brand ambassadors
• real footage shot in-store, without studio artificiality
• simple dialogue and everyday language
• products shown in context rather than as catalogue-style displays
• a combination of entertainment and expert advice
• active brand participation in the conversation under the posts
• paid support for content with the strongest engagement potential
