made for tiktok
12M total impressions | 206K total engagement | 55K new followers
One of my favorite campaigns I created at TikTok’s Global Creative Lab.
We needed to make the industry think TikTok first. The idea was simple. Let’s take creatives from the 16:9 world they know, submerge them into the 9:16 world of TikTok, and showcase all its narrative possibilities.
Led the creative direction and concept development for the first two iterations of the campaign — and then developed the framework to build its future iterations.
Company: TikTok
Creative Lead: Yvonne Cheng
Creative Director: Antonio Fragoso, Jackie Moran
Copywriter: Antonio Fragoso, Christopher Chen
Art Director: Jackie Moran, Kenneth Liew
Director: David Ma
the tiktok-first workout
Inspired by the workout videos of the ’80s, we created a short film to showcase five best practices to create stronger branded content on TikTok.
the first tiktok-first talk show
For the second phase of our campaign, we decided to leverage the recently introduced 5-minute video length to create a talk show made for the industry by people from the industry. we partnered with Content Creator and Copywriter Shannon Fiedler to host these episodes
episode 01
create TikTok-first (ft. Oliver McAteer)
Oliver McAteer, Head of Development at Mischief @ No Fixed Address and the face of the agency’s TikTok account, shares his thoughts about creative agencies having a responsibility to lead the way on TikTok and how they can do just that.
episode 02
let creators land the aura of your brand (ft. Ricotaquito)
Eric Sedeño, an art director, graphic designer, and TikTok creator shares how brands can work with creators more authentically.
episode 03
measure what matters (ft. Sophie Jamison)
Sophie Jamison, Nerf’s Chief TikTok Officer breaks down her approach to jumping on lightning-fast trend cycles, learning from failure, and focusing on the analytics that matter most.
Emily Zugay reviews Made for TikTok
Emily Zugay, an expert in all things branding and design shares her thoughts on Made for TikTok.
The Talking Creative video series
After leaving TikTok, the program continued as an interview-style podcast video series. While I wasn’t involved in this new iteration, I’m extremely proud that my campaign is still generating conversations.
Learn more about these video series here