VELO (the smoke-free nicotine pouch brand) are sponsors of the legendary Tomorrowland, marketing heavily around festival culture on social media.

Under the BAT account, I worked with influencers to shape the 2025 approach - using strategic hooks, vibrant editing, and powerful, punchy messages that feel like more than just TikTok slop - and communicate not the aesthetics, but the real VIBE of Tomorrowland Winter.

VELO also collaborated with party gurus Lab54 to throw a series of house parties across the UK - which we we hyped on social across a series of collab posts, drawing close to 5000 new followers. No mean feat, considering you have to request to join the page. Overall, we tripled our follower count in 6 months.

All of this, while walking the tightrope between raising brand awareness and ethically marketing to existing adult nicotine users under intense legal scrutiny.