← All Projects![]()
Strategy
A&W x Alexane Pelletier
A TikTok collab that ditched the script and let Alexane Pelletier's personality lead : 147K views, 19.4K likes.
Production Note
Everything you need to know, at a glance.
Objective
Product awareness through organic, creator-led storytelling
Audience
TikTok audience, fans of authentic food & lifestyle content
01 - The Brief
A brand willing to let a creator take the lead.
A TikTok collab that ditched the script and let Alexane Pelletier's personality lead : 147K views, 19.4K likes.
02 - On the Ground
No Brief. No Script. Just Alexane.
Rather than handing Alexane a fixed script, A&W let her lead with her own voice and creative instincts. The result speaks for itself — proof that the strongest partnerships follow the creator's personality, not a rigid brief.
03 - The Output
A TikTok made her way, not a brand's script.
The product showed up the way Alexane would talk about anything she actually liked — not the way a script would place it.
04 - The Approach
Less staging, more presence.
01
A Loose Brief, Not a Script
A&W shared the objective and the key message, then stepped back — no dialogue to memorize, no shots to hit.
02
Full Creative Control
Alexane wrote, filmed, and edited the video herself, keeping the tone and pacing true to her own channel.
03
Brand Fit, Not Brand Control
The product showed up the way Alexane would talk about anything she actually liked — not the way a script would place it.
04
Results Over Compliance
147K views and 19.4K likes — proof that authenticity outperforms a tightly controlled brief.
05 - The Reception
A collaboration that felt real - and performed like it.
147K
Views on TikTok - plus 19.4K likes from an audience that felt the difference.
Rather than handing Alexane a fixed script, A&W let her lead with her own voice and creative instincts. The result speaks for itself — proof that the strongest partnerships follow the creator's personality, not a rigid brief.
Campaign Gallery
The work, unfiltered.
Consider a Collaboration
A campaign like this one, for your brand.
Book a Call
Frequently Asked Questions
What was the goal of this campaign?
+
No Brief. No Script. Just Alexane.
How did One Way approach this project?
+
Rather than handing Alexane a fixed script, A&W let her lead with her own voice and creative instincts. The result speaks for itself — proof that the strongest partnerships follow the creator's personality, not a rigid brief.
What reach did this campaign achieve?
+
Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way partnered with A&W and creator Alexane Pelletier on a TikTok-first campaign built for product awareness through organic, creator-led storytelling, reaching the platform's food and lifestyle audience. Rather than working from a fixed script, A&W handed Alexane the objective and key message and stepped back, giving her full creative control over writing, filming, and editing. The result stayed true to her own voice and pacing, with the product appearing the way she'd genuinely talk about something she liked rather than the way a script would place it. That looser brief paid off: the video reached 147K views on TikTok and 19.4K likes, evidence that authenticity outperformed a tightly controlled brief. For One Way, the project reinforced a core talent-partnership principle — the strongest brand collaborations follow the creator's personality instead of forcing a rigid format onto it.
One Way partnered with A&W and creator Alexane Pelletier on a TikTok-first campaign built for product awareness through organic, creator-led storytelling, reaching the platform's food and lifestyle audience. Rather than working from a fixed script, A&W handed Alexane the objective and key message and stepped back, giving her full creative control over writing, filming, and editing. The result stayed true to her own voice and pacing, with the product appearing the way she'd genuinely talk about something she liked rather than the way a script would place it. That looser brief paid off: the video reached 147K views on TikTok and 19.4K likes, evidence that authenticity outperformed a tightly controlled brief. For One Way, the project reinforced a core talent-partnership principle — the strongest brand collaborations follow the creator's personality instead of forcing a rigid format onto it.
Rather than handing Alexane a fixed script, A&W let her lead with her own voice and creative instincts. The result speaks for itself — proof that the strongest partnerships follow the creator's personality, not a rigid brief.
.jpg)
