Campaign Overview:
Creative Approach: TikTok is the portal to how we experience music today, it is personal, participatory, and endlessly surprising. Here we illustrate the journey of one TikTok user as they find a new song they love on TikTok. We see her be physically moved as she discovers a new track. She is taken through a portal to a world of creation, where we see fellow fans sharing #FitChecks before a show, a DJ doing a #mashup of the track, dancers creating the next dance trend, a drummer filming a cover of the track. Then she moves to the next world of fandom where fellow fans are sharing hair tutorials, nail art, concert posters, etc. Finally, she walks through the last portal back to her living room. Only everything is slightly transformed. Both her environment and she have evolved through this journey.

Goal: Establish TikTok as the world’s number-one music destination for music lovers by driving user perception of discovery, connection, trendsetting, and relevance.

Credit: Agency: AKQA
Production: Happy Place