TikTok Brand & Editorial
Role Associate Creative Director
Client TikTok
Agency ELA
ECD Carlos Musquez
ACD Art Ethan Skelton
Art Director Bella Oriella
Production Native Content
As a creative consultant for ELA Advertising, I played a pivotal role in leading the creative vision for TikTok’s U.S. campaigns, both brand-level and editorial campaigns driving app downloads, creation, and engagement. Under my creative leadership, ELA pitched and won TikTok's first-ever U.S. campaign and secured several project-based pitches over five months, ultimately generating $3 million in revenue for the agency—and landed me a full-time role.
From launching TikTok in the U.S. to amplifying its cultural relevance and fostering community-driven creativity, my work spanned dynamic campaigns that positioned TikTok as the platform for unfiltered self-expression. Below, you’ll find an overview of some of the TikTok work produced in partnership with ELA.
Make Every Second Count
U.S. App Launch
When TikTok launched in the U.S., we needed to introduce it as more than just another app—it had to be a platform for unfiltered human expression. As the lead for brand and creative strategy, concept development, and art direction, I guided an integrated teaser and launch campaign using 100% user-generated content. The campaign celebrated raw, imperfect moments, which became the heart of TikTok’s appeal. The result was a memorable debut that captured TikTok’s authentic, creative spirit.
New Year, New Me
TikTok is the #1 global destination for unfiltered, independent self-expression. For New Year’s, we cast popular TikTok influencers to highlight their unique talents. We spotlight raw self-expression for every screen, then put it where it counts—in Times Square.
Go Long
Super Bowl Sunday divides America but one thing unites us—we watch on the big screen while playing it out on our phones. With TikTok rolling out longer video creation, we invited them to play while second-screening on their phones and go longer than ever for the big game.
Dare to Be
In a world of curated online personas, TikTok empowered Gen Z to break free and Dare to Be themselves. With Post Malone’s first-ever brand licensing agreement, the campaign featured creators who embodied TikTok’s spirit of bold, unapologetic self-expression. This campaign wasn’t just about marketing—it sparked a movement that encouraged users to embrace their true selves.
