Had a lot of fun coming up with, and leading, the European launch campaign for TikTok – ‘Jump in Together’ – which lived on tv, social, OOH, and as a co-sponsorship of the BRITs in the UK. Helped by an army of lovely people and creators, as well as Camilla Cabello, Lewis Capaldi and my daughter’s rabbit teddy, Susan, who somehow made it on to the side of Waterloo iMax.
When lockdown locked down, ‘A little brighter inside’ was our way of saying “it’s ok to spend all your waking hours trawling through TikTok’s For You page.” We made the UK’s first-fully-remote-shot-TV-spot and a socially-distanced radio spot with Stephen Fry. Although it was all done camera off - so it might just have been a very convincing sound-alike.
#CreatorAnthem had to be made in-house, so we ended up directing the film and overseeing the composition of the music track, featuring Aitch. It all starts on TikTok.