For TikTok’s first fully product feature-led in-app campaign, we partnered with Gravity Road to launch the new TikTok Avatars. This initiative set the foundation for deeper collaboration between Brand & Creative, Product Marketing and Product teams, creating a blueprint for sharing unreleased assets across functions to deliver a fully digital announcement. Given the unprecedented nature of the project, I positioned Avatars as a new way for users to express themselves, putting creative tools in their hands and encouraging them to produce fun, joyful content in their own unique style.

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Creative Direction: Alessandro Fantini

Creative Production Agency: Gravity Road