TikTok · 2019–2021
TikTok Creative Lab
First Creative Director, Creative Lab · Japan / APAC / Global
A creative laboratory inside a platform, proving new ways for brands to participate in culture: a portfolio inside the portfolio.
Problem
Brands wanted in on TikTok but treated it like another ad channel. The Lab's job was to prove, with live experiments, how brands actually participate in platform culture.
Solution
A creative laboratory operating inside the platform: co-created brand experiments, creator partnerships, effects, and challenge formats: each built platform-native, measured, and systemized into repeatable playbooks.
Results
#WannaplaywithPokemon: 168M views, 86M effect uses, +35% awareness. Anessa: Japan's most-posted brand challenge H1 2021, 252M views. Maybelline: 4.3B views, +125% ad recall.
#TikTionary
Language as a participatory, video-first experience. Three Spikes Asia wins.
#BPM100 Dance Project
CPR rhythm turned into a dance challenge young people actually did.
#WannaplaywithPokemon
168M views, 86M effect usages, 446K UGC posts; +35% awareness, +18% purchase intent.
Anessa Summer Photo Challenge
Japan's most-posted brand challenge of H1 2021: 7,600+ videos, 252M views.
Maybelline Matte Ink Global
4.3B total views, 4.6M posts, +31% favorability, +125% ad recall.
Results
- Spikes Asia 2021 Silver + 2 Bronze (#TikTionary)
- Spikes Asia 2019 Silver + Bronze (#BPM100)
