Callum McGinley and Ben Doyle on why speed, trust, and authenticity are the secret sauce for modern brands.
Callum McGinley, better known as YouTuber Calfreezy, and Ben Doyle, filmmaker and co-founder of Afterparty Studios, shared the story of building a company that bridges traditional advertising with modern viral content. What began as a personal project to elevate McGinley’s YouTube channel turned into a fast-paced creative agency crafting authentic, high-quality content for brands looking to tap into Gen Z audiences.
Here’s how they did it—and why the combination of authenticity and agility is reshaping the content game.
The Lowdown
14 Years in the Game: Callum’s journey from student to YouTube star with 4M subscribers proves the power of passion-driven content.
The Afterparty Blueprint: Born from a need for polished YouTube content, Afterparty Studios turned scrappy beginnings into multi-brand success stories.
Authenticity Wins: Campaigns tailored to talent’s real personality engage viewers and build deeper connections.
Think Big, Move Fast: A recent ad campaign turned around in two weeks earned 6M views in 48 hours—proof that speed matters in digital culture.
Old School Meets New: Traditional TV advertisers are increasingly looking to Afterparty to create content that thrives online and on air.
"How Do You Go Viral?"
It’s not about chasing trends; it’s about understanding culture.
Afterparty Studios nailed viral success with their ad for Sidemen’s cereal brand, Best Cereal. Partnering with darts prodigy Luke Littler just after his big win, the team delivered a campaign within two weeks. The result? 6M views in 48 hours.
Brands succeed when they:
React quickly to cultural moments.
Work with creators who resonate with their audience.
Trust their creative partners to innovate.
“The culture was telling us something, and we just had to connect the dots.” — Ben Doyle
"Trust, But Show the Receipts"
Building trust with brands wasn’t instant—it took proving their worth.
Early projects were often unpaid, giving Afterparty the chance to showcase their unique blend of speed, production value, and creative authenticity. Now, brands like Revolut, Sidemen, and more partner with them to capture younger audiences without losing credibility.
“YouTubers have way less infrastructure around them than traditional stars, so it’s all about authenticity and showing results.” — Callum McGinley
"TV-Level Budgets, TikTok Energy"
Online ads now rival traditional TV commercials in production scale.
A Revolut ad featuring TikTok star Munya Chawawa blended humor and Easter eggs familiar to his audience. By involving Munya in the writing process, Afterparty created a campaign that resonated with both fans and the broader digital audience.
Today’s YouTube shoots can involve 50-person crews.
TikTok teams on set capture behind-the-scenes content for bonus engagement.
Budgets often match traditional TV campaigns but reach further online.
“If you’ve got the talent on set, make the most of them. Those in-between moments can sometimes perform even better than the main ad.” — Ben Doyle
"The Evolution of YouTube"
For Callum, it’s about slowing down to create meaningful connections.
In a TikTok-driven world, YouTube remains the space for deeper storytelling. Building niche audiences and creating memorable content are the new goals, rather than chasing short-term views.
Titles, thumbnails, and intros matter—but authenticity drives long-term success.
Younger audiences crave content that feels real and connected to their interests.
“People can’t remember the last 10 TikToks they watched, but they remember creators they connect with.” — Callum McGinley
What’s Next
Q: Any advice for new brands trying to connect with younger audiences?
Callum: “Start with authenticity. Build a real connection with your audience, even if it takes time.”
Q: How do you balance speed and quality in content creation?
Ben: “It’s about great partnerships and trust. If your team and clients are aligned, you can create amazing work fast.”
Takeaway
Whether you’re a creator, brand, or agency, Afterparty’s model shows that success lies in combining cultural relevance, creativity, and genuine connection.
As Callum puts it: “Make good videos. The rest follows.”
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