CLIENT
CapCut is helping to democratise the creative process – enabling anyone to create, edit, and share content. We were asked to create a retrospective of 2025, through the lens of CapCut’s users and creators.
ReCap25 was inspired by the weird and wonderful UGC that was created by CapCut users over the past year. Taking inspiration from CapCut’s own UI design, we created a timeline bursting with the trends, stories and content that made our 2025.
The fully integrated campaign ran across OOH, Digital, OLV and social. We also created a template for CapCut users, giving anyone the opportunity to create their own ReCap25.
We also created a series of films telling individual stories of some of the most successful creators from 2025.
To ensure authenticity within the campaign, we partnered with one of the platform’s most creative filmmakers, Malick Lombion to help film and produce our creator’s stories.