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