The CMO

For April Fools' Day 2019, we helped TikTok step into brand prank culture by "hiring" DJ Khaled for the role of Chief Motivational Officer. DJ Khaled is all about motivation, positivity, and self-love. He brings the realest, most inspiring truth bombs to his fans and stans in a way that is unabashedly him.

We brought followers in on the stunt by creating an environment that highly leaned into DJ Khaled's likeness and invited fans to keep doing them on TikTok. Content included a teaser video, GIPHY library, Twitter AMA, TikTok "For You" takeover, and in-app challenge. It was no fooling that TikTok and DJ Khaled dropped ANOTHER ONE for April Fools.

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Roles

Creative Strategy
Concept Ideation
Creative Direction
Set Direction
Script Development

Credits

Agency: ELA Advertising
Executive Creative Director: Carlos Musquez
Creative Director & Copywriter: Meghan Puhr
Art Director: Bella Oriella

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Swedish Match: Altitude Drop