It’s not every day you get to start from scratch. Write a brand’s first headlines, tell them how to look and feel, give them a reason to show up in the world. That’s what we had the chance to do with TikTok For Business: the newest self-serve ad platform to hit social. But in a world full of Instagrams, Facebooks, and Snapchats, how do we convince brands to make ads on TikTok, too? Tell them not to.
Don’t make ads. Make TikToks.
In a personally very satisfying jab at the ad world (and my favorite tagline I’ve ever written), we launched a global platform, design system, and first ever campaign for TikTok for Business.
Where we made some ads. Telling people not to make ads. *
*(all in about 2 months, using real small businesses, all from our homes during quarantine).
Work done at TBWA\Chiat\Day Los Angeles.
Copywriter: Lulu Wimberly
Art Director: Kailey Riggen
TikToks shot remotely during quarantine, directed over Zoom by Warner Shaw, Kailey Riggen and myself.
Choreography by me.
CDs: Jason Karley & Bruno Regalo
Produced by: Jake Burnett