Air Up


Make partnered with Air Up to revolutionise their social media presence through innovative user-generated content (UGC). We focused on engaging with a diverse group of influencers and creators from the art and creative spheres to develop content that defies convention and challenges the ordinary.


  • Content Creation
  • Influencer
  • Social Media

The project aimed to engage creators for the production of unique, user-generated content exclusively for Air Up’s channels, focusing on developing innovative and shocking content that would not only highlight the product in a new, refreshing, and engaging way but also have the potential to go viral, all while ensuring timely delivery within a two-month timeframe.

We began by identifying and presenting eight creative content buckets to Air Up, emphasising potential trends and creators, of which ‘Arting Up Air Up’ and ‘Trick-AIRy’ were chosen for their focus on digital art collaborations and scientific illusion-based content; we then engaged over 70 unique creators for concept development, resulting in a diverse collection of innovative content including stop-motion videos, paintings, and behind-the-scenes artistic processes, all prominently featuring Air Up products.

Through strategic collaborations with the right creators, the project succeeded in delivering content that not only enhanced the emotional connection of the Air Up brand but also reinforced its 2.0 brand positioning across social media platforms, yielding a rich mix of edited content for immediate use on platforms like Instagram Reels and TikTok, alongside a reserve of unedited footage and static images for long-term, versatile use.