creative-direction | content-creation | influencer-marketing | Video Production | Social Media
Valentine's Day is one of the busiest moments in any brand calendar. Every competitor shows up with a message, a discount, and a hashtag. Very few get remembered past the day itself.
For Floward, the goal was never to simply join that conversation. It was to own it, with a concept built to feel personal and expressive rather than promotional.
Pimula Communications led the campaign end-to-end, from the original show concept and creative direction to influencer casting and full production, delivering a true 360 experience.
+45%
increase in social media engagement
7.9M+
total views across the campaign
5.5M
views on the top-performing reel
6
mega influencers featured in the campaign
01. The Challenge
Every year, Valentine's campaigns lean on the same visual language: roses, red hearts, and generic declarations of love. For a brand like Floward, blending in was the real risk, not standing out. The challenge was to create a Valentine's experience that felt intimate and specific to real relationships, while still working as a scalable, multi-platform campaign.
02. The Approach
Pimula Communications developed the show concept from the ground up, then shaped every layer of the campaign around it, from content format and visual identity to storytelling structure. In collaboration with Morph, the physical set was designed to elevate the experience further, giving the campaign a distinct look that felt built specifically for Floward rather than adapted from a template.
Influencer partners were selected and managed carefully, chosen not just for reach but for how naturally each could carry the campaign’s tone. The goal was content that felt authentic on its own while still contributing to one bigger narrative across every reel.
From concept through production to post-production, the entire campaign was handled as a single continuous process rather than as separate handoffs, which kept the tone consistent from the first pitch to the final cut.
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