From relatable digital stories to a new partnership with Admirals Ice Cream, Schardo Mitch is bringing his creative personality to a brand built around one simple pleasure: enjoying a good treat.
A successful brand partnership needs more than a familiar face. It needs a personality that people can connect with and a story that makes the brand feel relevant to everyday life. That is the idea behind the partnership between Ghanaian content creator and filmmaker Schardo Mitch and Admirals Ice Cream, which has welcomed him as its newest brand ambassador.
Known for his humour, lifestyle content and engaging storytelling, Schardo Mitch, born Padmond Annor Jr., has built a name for himself as one of Ghana’s recognisable digital creators. But his work goes beyond
appearing in front of a camera. He studied Film and Television Production at the National Film and Television Institute and has developed an interest in directing, visual storytelling and creative production. His experience gives him an understanding of how to turn ordinary moments into stories that hold people’s attention.
His rise has been shaped by content that draws from everyday situations, humour and familiar human experiences. In July 2026, a report by The Nation highlighted the reach of his point-of-view videos, noting that one of his videos had attracted more than 153 million views and over 20 million likes. Such figures demonstrate the potential reach of his content, although the real value of an audience lies not only in its size but also in the connection a creator builds with it.
That ability to make ordinary experiences entertaining is particularly relevant to food and lifestyle brands. Ice cream is not usually bought because of a complicated message. It is enjoyed during a break, shared with friends, taken home for family or picked up simply because someone wants a small moment of pleasure. The challenge for a brand is to make those moments memorable and give people a reason to choose it again.
Admirals Ice Cream’s decision to bring Schardo on board offers an opportunity to communicate with customers in a more personal way. Through short videos, creative concepts and relatable everyday situations, he can help present the brand as part of the experiences people already enjoy. Instead of relying only on traditional advertising, the partnership can use humour, personality and storytelling to make the product feel closer to its audience.
The brand also has a physical presence that gives the partnership room to connect online attention with real-world experiences. Admirals lists locations including East Legon, North Legon, Adenta, Lapaz and Burma Hills, among others. These outlets provide places where customers can move from seeing the brand in a video to experiencing its products for themselves
For Schardo, the partnership is another step in a career that has brought together content creation, filmmaking and brand collaborations. He has previously worked with businesses across different sectors, showing how creators can apply their individual strengths to products and services outside the entertainment industry. His work with his twin brother, Nana Mitch, has also included creative projects such as the documentary From Sefwi to Accra, which explored their upbringing and journey.
The partnership also reflects a wider change in how brands reach younger audiences. People increasingly encounter products through creators, short videos and social media recommendations. But visibility alone does not guarantee trust. Audiences are more likely to respond when a collaboration feels natural, the creator’s
personality fits the product and the content offers something enjoyable rather than simply repeating a sales message.
That is the opportunity for Admirals Ice Cream and Schardo Mitch. The most effective work will be the content that allows his personality to come through while giving customers a genuine reason to discover the brand. It could be a humorous take on everyday cravings, a spontaneous visit to an outlet or a simple moment shared with friends over ice cream. The product should remain at the centre, but the experience around it is what can make the partnership memorable.
Welcoming Schardo Mitch into the Admiral’s family is therefore more than adding another name to a brand ambassador list. It is an opportunity to bring creativity, personality and everyday enjoyment together. If the partnership delivers on that promise, it can turn a simple ice cream break into a story people recognise, share and want to experience for themselves.
