Pioneering youth media brand Woo is breaking the norms of digital storytelling and creating a new feel-good genre of entertainment for Gen Z with Main Character, a comedic online film series featuring an artist, a rapper and a dancer from the Dublin underground, telling three interwoven stories of personal growth in a candid stream-of-consciousness style. Inspired by the TikTok main character trend (“I’m in my main character era”) - where people embrace confidence in themselves and their decisions, living out as the main character in their own lives.
Relatable, optimistic and inclusive, this three-part series - conceived & directed by Isolde Penwarden, co-produced by Amsterdam-based creative agency Soursop and Woo - is set in Dublin, Ireland, and features a series of eccentric, real-life TikTok personalities confronting - and finding the comedy in - real situations from dating disasters to birthday blues.
Reflecting Woo’s mission to redefine self-care for Gen Z audiences - the so-called ‘Generation Anxious’ - Main Character rejects the wellness industry’s tropes, instead taking the voice, themes and sensibilities of Gen Z off TikTok and transplanting them into a comedy-drama. Creating a pioneering new entertainment form that captures the voice of a generation that’s all too frequently misunderstood by mainstream media.
This professional campaign titled 'Main Charactor' was published in Netherlands in November, 2023. It was created for the brand: Woo, by ad agency: Soursop. This Integrated medium campaign is related to the TV and Streaming Promos industry and contains 1 media asset. It was submitted 3 months ago.
Agency: Soursop Amsterdam
Created, Written & Directed: Isolde Penwarden
Executive Creative Directors: Stephen Mai & Ravi Amaratunga-Hitchcock
Producer: Aaron Mc Enaney
Production Manager: Gaia Curti
Production Coordinator: Emmet Jones
Production Assistant: Abby Wood
Director of Photography: Albert Hooi
Casting: Isolde Penwarden