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CREATIVE & STRATEGIC DIRECTION
COPY WRITING/EDITING
CREATIVE TEAM LEADERSHIP & MENTORSHIP
SHOOTING, EDITING AND GRAPHIC DESIGN
Creating content for the world’s largest social platform requires sustained focus, discipline, and imagination. From 2021 to 2022, I led a team of eight creatives to ideate, shoot, and edit content for TikTok’s global social channels across TikTok, Twitter, Instagram, and Facebook.
INSIGHTS & FANDOM
One of our key challenges was blending TikTok’s relatable tone and signature look with the cultural moments people cared about most. We responded by creating fan-first digital content using bold graphics and sharp taglines to drive awareness and spark engagement — at a moment when TikTok was rapidly expanding beyond Gen Z to a truly global, cross-generational audience.
TIKTOK ORIGINALS
Some truly incredible stories have come out of the platform, so with some clever sleuthing and editing, we found and told the most meaningful stories to showcase TikTok's wide-reaching impact.
TENTPOLE CONTENT
From Thanksgiving to the Fourth of July, from the playoffs to May the Fourth, we ensured TikTok showed up with content that was funny, insightful, and engaging.
HERITAGE & CULTURE
With so many identities and cultures represented on TikTok, our priority was to ensure people felt seen and celebrated during their moments, and beyond. Whether or not I personally identified with the community, the responsibility was the same: to create content that honored its diversity and beauty with authenticity, care, and joy.
PRIDE
A cry of both joy and resilience from a vibrant and diverse community. With fun relatable content we made sure to extend our own Pride for LGBTQIA+.
