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Crayola Create

Project attributes

  • Film
  • TV
  • VOD / Internet

Crayola is one of the most iconic brands in the world. The brief matched that ambition: build a social media channel from scratch that delivers creative moments every day to everyone.

TheSoul Group took ownership of the full stack: content creation, distribution, community management, platform relations, and KPI delivery. The Crayola Create channel was built from zero.

Within 12 months: 1 billion views and 1 million subscribers.

The campaign won the 2024 OMMA Award for Best Social Campaign Across Platforms and was recognised at The Drum Awards Festival 2025.

The deal was originated and structured by Patrik Wilkens, who led the partnership from initial pitch through delivery. The model: bring the right studio to the right brand, and hold the execution accountable to real numbers.

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