Ask Honey is a humorous TikTok series featuring an elderly Tyrolean woman sharing her personal tips, stories and ideas for exploring Tyrol. Created to connect with a younger audience in an unexpected way.

What started as a simple format developed into more than 90 episodes over 2,5 years, with Honey becoming a recognizable character and local favorite along the way. What made this format special was working with such a strong, experienced personality and finding the right way to connect between a younger audience while always keeping her authentic.

As part of the TikTok relaunch for Tirol Werbung with Molle&Korn, I developed and shaped the format from start to finish: from creative direction and directing to creative production, cinematography and final post-production.