TikTok Multicultural Sizzle
Multiculturalism means something different to everyone, and that's the beauty. Everyone gets to define what it means to them. It goes beyond labels and statistics. It's more than ethnicity, its more than skin color, and it's more than a last name. At Eastward, we came up with a concept that aimed to connect all the cultures and celebrate them all.
Check it out below.
Concept & Approach
The concept revolves around TikTok's ability to connect people through shared interests and discovery. Using an “unbroken line” design motif, we emphasize this sense of connection, linking creators, ideas, TikToks, and design elements throughout the video. The line illustrates how, despite our differences, we are united by shared passions and experiences. Shapes, colors, and abstract forms support this motif, highlighting key moments and ideas. Each creator is introduced with a unique line-drawn portrait, reflecting their personality while reinforcing the theme of connection and multiculturalism. These portraits blend into the next elements of the story as the line continues to evolve.
Execution
This project was a refreshing change of pace and a real creative adventure. I handled everything from start to finish — art direction, illustration, and animation. Hand-drawing isn’t my usual go-to, so it definitely pushed me out of my comfort zone, but I genuinely enjoyed the process. Maybe it felt extra special because it stood out so much from the fast-paced TikTok sizzles I’d been working on. This one definitely has its own vibe, and I loved that about it.
Credits
Creative Direction: Eastward
Producer: Donna Wood
Art Direction & Design: Beatriz Diogo
Animation Sr : Beatriz Diogo
Animation assistant: Deepesh Patel
Post Sound: Colin Yarack