During my time as Creative & Design Director at TikTok, I played a central role in video production across some of the company’s most high-profile campaigns and product launches. Over the years, I directed and contributed to dozens of global video shoots, ranging from cultural tentpoles like Cannes Lions, SXSW, and NewFronts to vertical-specific showcases and brand partnerships. I collaborated with internal teams and external production partners to produce live-streamed global events, case studies, sizzles, and commercial spots that captured TikTok’s cultural momentum and business impact. My work spanned everything from creative direction on-set to overseeing motion graphics, animation, and post-production workflows that ensured every deliverable met both brand standards and campaign KPIs. I was responsible for producing compelling case study videos that highlighted TikTok’s effectiveness as a platform for advertisers, as well as dynamic launch content for new products and features that blended storytelling with technical precision. Beyond individual campaigns, I helped establish best practices and scalable systems for video production within the Global Brand Studio, ensuring efficiency while leaving space for creativity. This combination of hands-on production experience and strategic oversight allowed me to build a portfolio of work that not only elevated TikTok’s brand but also demonstrated how design and video can drive measurable growth on a global stage.
In 2021 TikTok passed Google as the most visited website in the world while surpassing over 1 Billion worldwide users and counting.
One of the greatest challenges of leading video production at TikTok was the pace and scale at which the brand operated. Unlike traditional campaigns that have long lead times and fixed narratives, TikTok’s position at the center of culture meant our content had to move at the speed of the platform itself while still delivering world-class creative. I often found myself juggling multiple shoots in different markets, each with unique cultural contexts and stakeholder needs, while ensuring that the final videos adhered to a consistent global brand system. Producing sizzles, case studies, and launch videos required balancing creative storytelling with technical rigor, often under tight deadlines where there was no margin for error. Live-streamed global events raised the stakes further, demanding flawless coordination between production teams, designers, and executives across time zones. The challenge was not just to make content quickly, but to make it meaningful, visually distinct, and aligned with business objectives in an environment where trends shifted overnight. Meeting that challenge meant building scalable systems for video workflows, developing a trusted network of production partners, and mentoring my team to adapt creatively under pressure. In the end, these challenges pushed me to grow as a leader who could deliver both stability and vision in an unpredictable, high-demand creative landscape.
The vision of the Global Business Marketing team is to create a global brand that amplifies TikTok’s mission and establishes it as a unique and essential investment for the industry we serve. Our focus is to inspire, educate, and unlock the possibilities of TikTok for the marketing community and businesses of all sizes by fostering best-in-class creative work, telling powerful stories, and showcasing our business brand at scale.
I began my journey on the North America Creative Lab team under Chris Eyerman, where I worked alongside world-class designers and production experts dedicated to showing our partners and clients how best to show up on TikTok. From there, I partnered with our Head of Production, Josh Young, to help launch the Global Brand Studio, which grew into a 55+ person team. In this role I was responsible for shaping the studio’s design direction and video production efforts, building the systems and workflows that allowed us to deliver creative consistently across markets while also scaling to meet the demands of global campaigns.
The work spanned everything from producing live-streamed events and case studies to sizzles, commercials, and product launch videos. I led the creation of brand systems such as the TikTok Brand Guidelines Toolkit and custom TikTok Sans typeface, while also driving hands-on execution across high-profile moments like Cannes Lions, NewFronts, and SXSW. Balancing strategic oversight with creative craft meant setting the vision, leading teams, and still being deeply involved in the details that made each project resonate.
The projects below represent a mix of campaigns where I directed the full creative process and others where I collaborated as part of the larger studio team to bring bold ideas to life. This section is still under construction, but for now think of it as the infinite scroll of a For You Page: curated, dynamic, and packed with fire content.