TikTok:
Creators LikeMe ❤
To help TikTok show the true power of creator-led marketing, Eastward spotlighted the real voices behind the platform. Working closely with TikTok’s digital team, we featured a diverse group of creators, each bringing their unique style, humor, and flair. With a direct-to-camera approach and behind-the-scenes moments, the video captures what makes TikTok such a magnetic space for audiences and brands alike. The final piece had 1.7M views on TikTok and over 16.7K likes. You can check it out here. 👀✨
Concept & Approach
Since this was set to premiere at SXSW, we knew it needed to feel real—like a mini doc that audiences could trust. But we also wanted to break the mold a bit and make it fun. That meant combining documentary-style shooting with fun graphics that didn’t just sit on top of the footage, but lived within it interacting with the environment and creators.
For me, this one was a great design experiment. The TikTok team was open to pushing beyond their usual brand look, which gave me the chance to try new styles and approaches. I started by animating a graphic system early on while the team was shooting to buy some time, then once footage landed, I tracked and blended everything together to make it feel effortless and fully integrated. It was fast-paced but creatively refreshing—exactly the kind of challenge I love.
Credits
Creative Direction: Eastward
Director: Kohl Threlkeld
Executive Producer: Jake Bulgarino
Producer: Donna Wood
Art Direction: Beatriz Diogo
DP: Jason Krangel
Editorial: Matt Tanski
Animtation: Beatriz Diogo
Post Sound: Colin Yarack
Editor: Jonathan Kim