From “man” to “brand” for a top-100 TikTok creator
The situation:
Few content creators have amassed the kind of viral success as that of Daniel Labelle. With over 12 billion views on YouTube and 20.8 million followers on TikTok, Daniel has scored partnership deals with some of the biggest brands in America. But, while he could move product for them, Daniel struggled to sell his his own merch. He needed to figure out why followers weren’t buying, and how to diversify his revenue.
The insight
Free, entertaining content is everywhere, and Daniel was effectively just another guy making funny videos. To become something bigger, he needed to create a “brand” and connect with audiences as a person. That would start with a logo that people could recognize, but more importantly, he needed a clearer sense of purpose and personality behind his content, which could provide strategic guidance as he expands to new opportunities.
The strategy
Creating a brand around Daniel Labelle meant getting to the heart of why he creates and why it makes people smile. Daniel is uniquely athletic and always finding a way to bring joy to the small everyday bits of life. I developed the tagline “Fast Funward” to capture that idea, which can inspire games, challenges, events, and all sorts of new ways for Daniel to build his brand. Important for future content was the need to talk to the camera, engage the audience in what he was doing, and do more than funny videos. We developed the “Daniel is Running” campaign during the 2024 presidential election. In 2025, Daniel challenged fellow TikToker Speed to a race, garnering massive support from fans and exposing him to new audiences.
Focus on what matters.
I’ve helped dozens of brands cut through the noise.
Wesley Gant 