The challenge? Introducing the world’s No. 1 global app to the U.S. market while merging it with Musical.ly. This wasn’t just another app launch—it was TikTok, a platform built on unfiltered human expression and designed to Make Every Second Count.

As the lead for brand and creative strategy, concept development, brand vision, copy, and art direction support, I helped shape an integrated teaser and launch campaign celebrating TikTok’s authentic spirit. Using 100% user-generated content and the platform’s signature 15-second vertical video format, the campaign showcased the magic of imperfect, raw moments—reminding users that the best content doesn’t need to be overthought.

From playful teasers to dynamic social activations, every element worked together to introduce TikTok as the ultimate platform for creativity and connection, making its U.S. debut as unique and memorable as the app itself.