creative (copy) process
When engaging with Tom Holland, my goal was to create a response that felt culturally relevant, brand-aligned, and native to social.
Tom Holland is widely associated with Spider-Man, a connection audiences instantly recognize. I used that cultural shorthand to frame the response around a “superhero” narrative, reinforced by the 🕷️ emoji, making the reference immediate and intuitive without overexplaining.
“Plot twist: the buffalo sauce was a real superhero all along. 10/10 next time, Tom. 🕷️💚”
Instead of pushing product, I positioned the buffalo sauce as the “hero” of the moment. This allowed the brand to integrate naturally into the conversation while keeping the tone light, playful, and non-promotional.
The closing line, “10/10 next time, Tom,” adds a human, conversational layer, helping the brand feel less like a company and more like a participant in the moment.
strategic Takeaway
This approach shows how brands can use cultural relevance and tone to:
• Join conversations authentically
• Reinforce brand personality without overselling
• Create engagement that feels organic, not forced