TikTok Shop Launch Campaign
From bid to first deliverable in 20 days, we launched TikTok Shop to the world, producing a series of commercials that were broadcast, streamed and seen everywhere videos appear. From creative to casting to scripting to production, to post and everything in between, our team at Eastward did it all. This one really tested us with the tight deadline, but teamwork pulled us through, and to our surprise, it was honoured with 2nd Place at the 2025 American Advertising Awards for Internet Commercial-Campaign.
Concept & Approach
We took real stories from real small business owners and visualized them in fun, sometimes reality -bending ways - customers appear in BrandonThePlantGuy's kitchen when he goes live, TikTok Creators tip-toe into SooSlick's bedroom to let her know she went viral overnight, and it all culminates in the realization that TikTok Shop is going to be GIGANTIC for small businesses.
I developed and designed multiple assets, including social media graphics, promotional videos, and banner ads. My work also involved animating these elements, ensuring they were engaging and aligned with the campaign’s objectives.
Results
📈 Reach & Performance
80+ deliverables across multiple channels
14.5M+ views overall
🔍 Brand Metrics (T4B)*
Trust: 2.82%
Relevance: 2.32%
Usefulness: 3.21%
✨ Campaign Highlights*
Ads were unified, on-brand, and delivered a clear message across all audiences
“Beauty” creative stood out among SMBs, exceeding across all diagnostic measures
Creatives effectively positioned TikTok Shop as a tool for real business owners.
*Kantar Media Effectiveness Team Study
Credits
Creative Direction: Eastward
Director: Kohl Threlkeld
Executive Producer: Jake Bulgarino
Producer: Donna Wood & Jon Bougher
Design: Beatriz Diogo
Editorial: Matt Tanski
Animation: Beatriz Diogo
Co-Animation: Laura Porat
Post Sound: Colin Yarack
Junior Editor: Jonathan Kim