TikTok was still strongly associated with dance, while the platform had already become home to a much broader universe of creativity and interests. Instead of telling people that, we let the community prove it.

For TikTok’s first brand campaign in Brazil and Mexico, we mapped local creators across food, gaming, entertainment, humor and culture, and turned their content into the campaign itself - bringing the global It Starts on TikTok platform to life in a way that felt genuinely local and native to TikTok.

The campaign scaled into more than 60 films across Brazil and Mexico, built entirely from TikTok content and local creators.

Role: Creative Director, CuboCC (now Droga5)