Client: TikTok | Year: 2019 | Agency: E/LA | Role: Art Director, ACD: Ethan Skelton, Copywriter: Meghan Puhr, Director of Film & Photography: Bobby Vu
TikTok chose E/LA to execute a campaign around the Super Bowl called Dare to Be.
Dare to Be actualizes the TikTok brand promise of fostering a safe space for expression, exploration, and individuality. The campaign’s purpose is to drive new downloads and entice creators and voyeurs alike to explore the app.
To sustain the Dare to Be messaging after the Super Bowl and kick off 2019, we used a mix of boards, wild postings, and outdoor digital placements to get TikTok’s message out into the world.
We conducted a shoot with a number of TikTok influencers doing what they do best: themselves. Dancers, makeup artists, extreme scooterists, and even foodies were shot for this campaign.
Picking up from the shoot, we created a series of banner ads and takeovers to saturate the market with TikTok’s encouraging messaging to explore a world beyond your own.