TIKTOK AWARDS

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The TikTok Awards was a landmark initiative, bringing together regional markets under a singular, cohesive brand identity while allowing space for local nuances and cultural adaptations. As Design Director, I led the global creative vision, ensuring that every touchpoint, from broadcast visuals to stage design, embodied the energy and impact of TikTok as a platform. This was more than an event; it was a massive, multi-market undertaking that spanned continents, languages, and production ecosystems, requiring precision, adaptability, and a clear design system that could be executed across vastly different markets without losing its core identity.

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Beneath the glow of a thousand screens, where the algorithm hums like a tide pulling culture forward, we built a stage for the storytellers of this era. Not in marble halls or gilded ballrooms, but in the spaces where raw creativity thrives—in the hands of those who capture the world in seconds yet leave an impact that lingers. The TikTok Awards were not simply an event; they were a signal flare in the digital night, a celebration of the artists, the innovators, the voices shaping a new language of influence. Here, in the rhythm of swiping thumbs and the glow of endless possibility, we did not just honor creators—we honored the act of creation itself.

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The TikTok Awards 2024 Creative Toolkit serves as the backbone of the event’s visual identity, ensuring a cohesive yet adaptable design system across all global executions. At its core, the toolkit defines a sleek, reflective aesthetic with metallic 3D icons, iridescent gradients, and bold typography that mirror the energy and influence of TikTok’s creator economy. From award trophies to motion design, every element reinforces prestige while staying true to TikTok’s digital-first DNA.

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This project defined what it meant to build a truly cohesive visual identity at scale, a testament to both innovation and execution under immense time pressure. What is typically a 6-12 month endeavor was condensed into an intense two-month sprint, requiring strategic clarity, creative agility, and an unwavering commitment to excellence. Leading the charge, I initiated and conducted an independent audit of global and TikTok-specific award shows—an essential step in understanding the landscape, identifying white space, and shaping a design strategy that felt uniquely TikTok. From this foundation, we crafted an identity that didn’t just brand an event but established a new creative standard for how TikTok celebrates its creators.

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Every element—typography, iconography, motion graphics, and spatial design—was meticulously considered to ensure consistency while allowing for regional customization. This wasn’t just about building assets; it was about building a system that could be translated and activated anywhere in the world without losing its essence. Balancing innovation with efficiency, we moved with the speed of culture, adapting as needed without sacrificing the integrity of the design. In the end, the result was more than a successful execution—it was a blueprint for how TikTok can scale large-scale experiences globally, ensuring that every future iteration builds on a foundation of excellence, creativity, and strategic intent.

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The framing system, vote button interactions, and nominee showcases are meticulously structured to maintain clarity and impact across different regions. Given supply chain constraints, a standardized approach to materials, colors, and stage assets ensured that the experience felt premium and unified, no matter where the awards took place. Whether in Sydney, Paris, or São Paulo, the toolkit enabled a visually dynamic, high-energy celebration that seamlessly blended global consistency with local creative expression.

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As Design Director, I led the creative execution for the awards, working closely with my team; Joy Seet, Mike Hinson, and Vanessa Rizk on design, Tracy Llewellyn on environmental production, and Parris Pierce on motion—ensuring a seamless visual identity that adapted to regional nuances while maintaining a bold, premium, and interactive global experience. From the outset, this was a challenge unlike any other. While TikTok had previously supported award-style activations in select regions, this was the first time the company set out to create a unified awards experience on a global scale. Each region worked with unique production partners and agencies to execute the on the ground activations, while me and the team provided art direction and creative support and vision.

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I worked closely with regional leads and their agency partners to troubleshoot supply chain limitations, venue constraints, and cultural nuances, ensuring that every execution felt both locally resonant and globally cohesive. Whether it was refining the stage design in Korea, troubleshooting material availability for trophies in South Asia, or aligning brand sponsorship integrations in Australia and the UK, I collaborated across time zones and teams to bring the creative system to life. This process wasn’t just about oversight—it was about problem-solving in real-time, adjusting for last-minute changes while still maintaining the high-production value, premium feel, and interactive energy that define the TikTok Awards as a global tentpole moment.

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With tight timelines and varying levels of production maturity in different markets, we had to find ways to streamline execution without compromising the brand’s creative excellence. What resulted was an entirely new approach to TikTok’s global events and a partnership with our user side, where each region felt connected to a larger, overarching vision while still embracing the cultural nuances that made them unique.

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The key to success was developing a creative system that was both scalable and flexible. The TikTok Awards needed to feel instantly recognizable across all touchpoints, whether someone was attending the event in Berlin, streaming it in Bangkok, or experiencing it through creator content in São Paulo. We designed a modular creative framework that could be adapted to different production levels, allowing markets with high-budget stage builds to integrate advanced lighting and motion while enabling smaller markets to execute effectively with more streamlined designs.

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The digital-to-physical interplay was seamless; creators weren’t just recipients of recognition but catalysts, igniting trends that cascaded across the platform, generating an endless loop of creation, remix, and reinvention. The show itself was designed with this in mind, ensuring that every performance, every visual, every interaction had a life beyond the event, rippling outward in a way that mirrored TikTok’s very nature.

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Navigating the complexities of a global awards event required a deep understanding of regional talent, vendor capabilities, and platform engagement. Each market had different relationships with creators, advertisers, and audiences, and the awards needed to reflect those dynamics while remaining tied to TikTok’s brand identity. The solution was a global toolkit that established a unified design language while giving regional teams the ability to localize certain aspects, ensuring the experience felt both global and deeply personal.

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The visual identity was built around TikTok’s ability to shape real-time culture, using dynamic gradients, motion-driven typography, and a sense of fluidity that mirrored the way content moves across the platform. We created stage templates, motion toolkits, and adaptable graphics that could be used across regions, ensuring that each event felt visually connected despite the differences in scale, venue, and audience. This meant that whether the awards were held in an arena, a theater, or a hybrid digital space, the TikTok Awards maintained a sense of creative continuity.

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The TikTok Awards 2024 weren’t just a night of recognition—they were proof that celebrating creativity is good for business. The big picture numbers saw $22 million in revenue and counting, over 116% growth in sponsorships. A global stage where brands didn’t just buy ad space—they became part of the moment. Sky in the UK. Tinder in Australia. These weren’t just logos slapped onto a backdrop; they were seamlessly woven into the experience, making their presence feel as native to the platform as the creators themselves. This was more than an event. It was a blueprint for the future of how brands, creators, and audiences collide in real time.

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And the momentum isn’t stopping. The foundation built in 2024 has already set the stage for a global commercial package in 2025, designed to scale this success without losing its soul. Every touchpoint was crafted to be repeatable—not redundant—allowing regional teams to take ownership while keeping the experience unmistakably TikTok. The result? A franchise, not a one-off. An ecosystem, not an experiment. The kind of consistency that turns an annual activation into a cultural mainstay.

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But numbers don’t tell the whole story—vision does. The TikTok Awards weren’t just about honoring creators; they were about proving that their influence is a currency. Every production choice, every partnership, every moment on stage was a reminder that this platform isn’t just where trends happen—it’s where the future is being built, one creator at a time. We weren’t just hosting an event. We were redefining the value of creativity itself.

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And that’s the real headline. Not the revenue. Not the viewership spikes. But the fact that the TikTok Awards are now more than a celebration—they’re an institution. A place where creators don’t just win trophies, they cement their legacy. Where brands don’t just sponsor moments, they invest in movements. Where culture doesn’t just get recognized—it gets written. This is where the future is decided. And we’re just getting started.

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The metallic, reflective 3D icons were designed to be more than visual elements. They embodied the essence of TikTok’s creative ecosystem, where ideas shift, evolve, and take on new life through collaboration. The reflective surfaces captured and refracted light, mirroring the way trends and content gain momentum as creators engage with them. Each icon served as a symbol of transformation, reinforcing that creativity is not a fixed moment but an ongoing process shaped by interaction. The fluidity of the design echoed the dynamic nature of TikTok, where every piece of content is a spark that can ignite global conversations. By integrating this high-shine, ever-changing aesthetic, the awards became a true reflection of the creators they honored, celebrating their ability to redefine culture in real time.

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Bringing the TikTok Awards to life was an intensely hands-on process, requiring constant coordination across regions, time zones, and production realities. Late-night meetings became routine as I worked closely with regional leads and agency partners, adjusting for local challenges while ensuring the creative integrity of the awards remained intact. Some nights, I was troubleshooting last-minute vendor delays in one region, while mornings were spent refining environmental builds with Tracy or motion graphics with Parris to accommodate the specific needs of another. Every decision—from the stage layouts in Korea to the Glambot sponsor integration in Australia to the Razz Carpet experience in France—had to account for cultural relevance, audience expectations, and logistical feasibility. There was no “one-size-fits-all” approach; instead, it was a constantly evolving collaboration, where understanding the nuances of how each market engages with TikTok was just as important as the creative execution itself.

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As a design leader, I thrive at the intersection of strategy and execution, ensuring that creative vision translates seamlessly across global markets. Throughout the TikTok Awards and TikTok Ad Awards, I played a pivotal role in shaping and distributing the visual identity, facilitating alignment across diverse regions while maintaining consistency in execution. From LATAM to AUNZ, my efforts ensured that every activation felt distinctly TikTok, reinforcing the brand’s presence in these high-profile events. Collaborating closely with regional teams and agency partners, I led the charge in adapting global guidelines to local markets without compromising the integrity of the brand. Whether it was refining templates, optimizing iconography, or troubleshooting regional execution challenges, I worked hands-on to bridge the gap between strategy and application. The result was a cohesive and compelling visual language that elevated the awards and positioned them as industry-leading experiences.

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Beyond design execution, I served as a key resource in regional guidance, providing creative oversight and feedback to optimize event branding across multiple markets. My focus on maintaining aligned brand assets strengthened the impact of these initiatives, ensuring that TikTok’s creative excellence was reflected in every aspect of the awards—from staging and motion graphics to print and digital applications. Brand alignment on a global scale is an ongoing, complex challenge, but through strategic direction and hands-on problem-solving, I drove significant progress in 2024. My ability to navigate cross-functional demands while upholding creative integrity helped solidify the TikTok Awards as a benchmark for high-caliber, culturally resonant brand experiences.

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The Glambot integration at the TikTok Awards was more than a red carpet flourish—it was a statement on the intersection of technology, creativity, and spectacle. Designed to transform fleeting moments into cinematic slow-motion masterpieces, the Glambot elevated creator presence, giving them the same level of visual prestige typically reserved for Hollywood’s elite. Every sweep of the robotic camera turned candid interactions into hyper-stylized, high-gloss content, engineered for instant virality.

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In designing the integration, we ensured that the lighting, backdrop, and motion sequences complemented TikTok’s fast-cut, visually dynamic language, making each capture feel inherently platform-native. This wasn’t just about glamour; it was about reinforcing the idea that TikTok creators are cultural icons in their own right. The seamless fusion of real-world prestige and digital shareability made the Glambot an instant hit, flooding feeds with electrifying, high-production clips that blurred the line between award show tradition and social-first storytelling.

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Sponsorship integration was woven seamlessly into the Glambot experience, transforming a high-gloss content moment into a revenue-driving opportunity without disrupting the creative flow. In Australia, Tinder’s branding was subtly embedded into the activation, turning each slow-motion capture into an extension of their campaign around authentic connection and first impressions. Meanwhile, in the UK, Sky leveraged the Glambot to align itself with TikTok’s creator ecosystem, reinforcing its position as a premium entertainment platform.

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From a commercial perspective, the TikTok Awards set a new precedent for how brands integrate into cultural moments. Instead of treating sponsorships as an afterthought, we designed native, high-impact brand integrations that enhanced rather than disrupted the event experience. Whether it was Sky’s seamless content partnership in the UK, CeraVe's dynamic on stage performance in Australia, or PepsiCo’s creator collaborations in Brazil, the awards provided a blueprint for how brands can authentically engage with TikTok’s ecosystem. The result? Record-breaking sponsorship revenue and a new standard for brand-to-creator collaboration at scale.

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Beyond the numbers and global reach, the TikTok Awards redefined what creator recognition could look like in the modern era. Unlike traditional awards shows that focus on legacy media figures, this event was built from the ground up with digital-native storytelling in mind. Instead of forcing creators into old formats, the experience embraced the fast, participatory, and remix-driven nature of TikTok itself. Every touchpoint—whether it was the way nominees were announced, the stage animations reacting to live engagement, or the seamless integration of viral moments—was designed to feel like an extension of the platform. This wasn’t just an event about creators—it was built for and by them, evolving in real-time just like their content. Another critical innovation was the way we bridged digital and physical experiences.

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The TikTok Awards wasn’t just about designing a single event—it was about creating a scalable, flexible design system that could be adapted across vastly different regional markets while maintaining a strong global identity. From the beginning, I knew that for the awards to succeed, we needed a design framework that could seamlessly integrate into multiple production environments, whether a high-budget show in the UK or a more intimate setup in Thailand. This meant developing modular creative toolkits, including adaptable stage layouts, motion graphics templates, 3D assets, and event branding systems, ensuring that each execution felt uniquely local yet unmistakably TikTok.

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While most awards shows operate in a one-way format—broadcasting out to audiences—the TikTok Awards encouraged participation at every level. Real-time voting, interactive UGC challenges, and platform-native storytelling ensured that fans weren’t just watching but actively shaping the narrative alongside their favorite creators. By designing a system where TikTok’s community could engage across formats, we turned the awards into a cultural event that extended far beyond a single night. This participatory DNA made the TikTok Awards more than just a moment of recognition—it became a movement, reinforcing TikTok’s role as the ultimate platform for creator-driven culture.

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Production logistics played a crucial role in bringing this vision to life. With events spanning multiple time zones and varying levels of technical support, our team had to coordinate across a network of vendors, designers, and event producers to ensure consistency. In markets with sophisticated event infrastructures like the UK and Japan, we leaned into advanced staging and digital integrations, while in emerging markets, we provided streamlined design systems that could be easily implemented without requiring extensive fabrication. This willingness to adapt and be thoughtful in our development process was key to global success.

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The reflective 3D icons served as more than visual markers; they were a direct extension of the creators themselves—dynamic, ever-changing, and shaped by their surroundings. Designed to mirror not just light but the movement and energy of the people interacting with them, these sculptural forms embodied the essence of TikTok’s creator ecosystem: fluid, participatory, and endlessly evolving. Their iridescent surfaces refused to settle on a single identity, shifting in response to their environment much like content on the platform adapts to trends, conversations, and audience engagement.

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The Razz Carpet was a deliberate reimagining of the traditional red carpet, flipping the expectation of old-world Hollywood glamour into something unmistakably TikTok. Drenched in our signature razzmatazz hue, it pulsed with the same energy and vibrancy that defines the platform itself. This wasn’t a runway for exclusivity but a stage for self-expression, where creators, not just celebrities, took center stage. Every step on the carpet was another moment of discovery, a chance to turn an entrance into content, to blur the line between digital and physical spectacle. With interactive touchpoints and camera-friendly lighting, we designed it as more than a backdrop—it was an experience, a place where creators could embrace their own star power in a way that felt fresh, relevant, and inherently TikTok.

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Collaboration was central to the success of the TikTok Awards. Working closely with regional teams, we aligned on everything from stage layouts to nominee graphics, ensuring that every element felt intentional and elevated. The awards were not just about recognizing creators but about celebrating the cultural impact of TikTok itself, and every design decision reinforced that narrative. Whether it was the way nominees were introduced, how user-generated content was integrated into the live shows, or how voting was presented on-screen, every moment was crafted to feel uniquely TikTok.

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One of the biggest design challenges was ensuring that the TikTok Awards experience extended beyond the physical event space. While traditional award shows are designed for static broadcast consumption, our strategy blended digital-first storytelling with immersive physical production. From integrating real-time voting into stage visuals to designing interactive content loops that encouraged creator participation, we built a system where every moment on stage could be amplified, remixed, and reimagined across TikTok’s global creator ecosystem. This approach transformed the TikTok Awards into an always-on content engine, ensuring that its impact lasted far beyond the event itself.

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The success of the TikTok Awards has had a ripple effect across TikTok’s approach to live and experiential branding. By demonstrating that large-scale brand activations could be deeply creator-first, immersive, and commercially viable, we established a new creative benchmark for TikTok’s future global events. The strategy, execution, and engagement model developed for this project have now informed the design of future TikTok tentpole moments, reinforcing TikTok’s position as the leading platform for culture, creativity, and community-driven entertainment.

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One of the most rewarding aspects of this project was the way it transformed TikTok’s approach to large-scale brand activations. By establishing a design system that could be replicated and evolved over time, the awards created a blueprint for future global initiatives, showing that it was possible to execute high-impact, brand-consistent experiences across multiple regions simultaneously. This level of cohesion had never been done before at TikTok, and it set a new standard for how the company approaches storytelling at scale in collaboration with all the different regional touchpoints working in conjunction.

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The TikTok Awards had to feel as dynamic and impactful as the creators they celebrated, which meant designing trophies with an iridescent, light-shifting finish that embodied the ever-evolving nature of digital creativity. Achieving consistency across regions, however, required a complex balancing act between local production capabilities and centralized quality control. Some markets sourced alternative materials to match the effect, while others relied on pre-manufactured awards shipped from our central hub to ensure uniformity.

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Anticipating supply chain delays, we developed backup plans, pre-produced reserve units, and worked closely with regional teams to navigate import restrictions and ensure every winner held an award that reflected TikTok’s global creative identity. In the end, whether in Seoul, Sydney, or Milan, the shimmering trophy wasn’t just a symbol of achievement but a tangible connection between creators worldwide, reinforcing that their impact transcended borders.

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The TikTok note was a natural choice for the trophy—it was already iconic, instantly recognizable, and deeply embedded in the platform’s visual language. It wasn’t just a logo; it was a symbol of creativity in motion, a mark of cultural impact that transcended screens. By translating it into a physical award, we gave tangible form to what it means to shape trends, inspire audiences, and build community through content. The design leaned into its inherent simplicity and balance, a strong silhouette that stood bold on any stage while remaining sleek and modern. In some regions where they had to swap the material we had slightly differentiated options for materiality as well.

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Winning a TikTok Award carried a weight far beyond recognition. For creators, it was a defining milestone—proof that their work had resonated, that their ideas had shaped conversations, and that their communities had rallied behind them. The trophy itself was designed with this significance in mind, something that would feel at home on a mantle alongside industry accolades, a testament to their cultural impact.

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We envisioned the trophy as an artifact of achievement, a symbol that creators could point to as validation of their journey, reminding them and the world that digital creativity holds as much prestige as traditional media. More than a prize, it became a marker of success in a space where influence is built in real-time and storytelling is constantly evolving. We know how much creators love the platform, and this was a physical representation of that sacred relationship and a chance to celebrate.

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Executing this vision required alignment across multiple teams, time zones, and regional stakeholders. I worked closely with internal brand and marketing teams, regional creative leads, and external agency partners, ensuring that every execution felt premium and platform-native. The challenge was not only aligning on a cohesive visual identity but also managing the logistical and technical constraints unique to each market. Whether it was troubleshooting supply chain delays for physical trophies or adapting digital assets for different broadcast standards, I played a critical role in bridging the gap between creative ambition and production feasibility, ensuring that the final execution met TikTok’s high standards globally.

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Instead of taking a one-off approach, I led the team in building a foundational design strategy that would define how TikTok produces large-scale brand activations going forward. We had to balance innovation with repeatability—creating an identity that felt fresh and dynamic but could also serve as a long-term creative asset for future TikTok events. By establishing clear design language guidelines, interactive elements, and a motion-driven storytelling framework, we ensured that future iterations of the awards could scale effortlessly while keeping the core essence intact. The system we built is now a blueprint for TikTok’s global experiential storytelling, influencing how the brand approaches future live experiences.

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Each region infused the TikTok Awards with its own unique identity while staying aligned with the global vision. In Vietnam, the event became a dynamic, high-energy spectacle that turned digital engagement into real-world excitement. The scale of participation shattered expectations, with over 42 billion impressions—an astronomical leap from the previous year’s 26 million. The live stream alone brought in 1.4 million unique viewers, a 148 percent increase from 2023, demonstrating the growing demand for creator-driven entertainment. This fervor for the content and creators was something that we tried to distill into the creative identity at every step.

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The production design took cues from the frenetic, immersive language of the platform, building a stage that was not just a backdrop but a responsive element, adapting and shifting as the show unfolded. LED environments pulsed in sync with viral sound bites, while the lighting design mimicked the quick cuts and transitions that define TikTok storytelling. The kinetic energy of the night pulsed beyond the stage, threading through the screens of millions, where every moment became an invitation to participate. This wasn’t a ceremony bound by a script but an evolving conversation, shaped by the creators and audiences who fueled its rise. The stage screen was extended out to showcase the motif of the infinite scroll as a nod to the platform.

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The event’s interactive elements fueled engagement at every level, from voting to user-generated content, with 15 million total votes cast by 1.5 million participants. Creators and fans alike played an active role in shaping the celebration, leading to more than 1.1 million video posts that collectively amassed 7.2 billion views. Vietnam’s approach to blending audience participation with large-scale production created a festival-like atmosphere that extended beyond the venue and into the digital space, making it one of the most impactful executions of the awards.

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Brazil’s TikTok Awards 2024 was a masterclass in spectacle and cultural resonance, proving yet again that the platform isn’t just a stage for creators but an ecosystem where influence, community, and commerce collide. Held in São Paulo, this year’s event brought together nearly 1,850 attendees, including 620 creators, and racked up an astonishing 10 million votes—evidence of just how deeply embedded TikTok has become in Brazilian digital culture. From the high-energy performances by Pabllo Vittar and Duda Beat to the seamless integration of major sponsors like PepsiCo, Amazon Prime, and Boticário, every element was designed to celebrate the power of creators and reinforce TikTok’s role as a cultural engine.

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By the project’s completion, over 100 meticulously crafted assets had been delivered to the larger organization, forming the backbone of a global activation that reached across Korea, Vietnam, Thailand, Brazil, LATAM, and AUNZ. These assets were more than just graphics; they were cultural touchpoints, translated and tailored to resonate within each market while maintaining a singular, unified identity. The scale of execution required both precision and adaptability, ensuring that no matter where the awards took place, the design remained instantly recognizable as part of the TikTok Awards ecosystem.

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The TikTok Awards Australia embodied the country’s bold, high-energy approach to entertainment, transforming Sydney’s Hordern Pavilion into a celebration of the creators who have redefined digital culture. The event was a spectacle in every sense, with creators, celebrities, and fans converging in a space where online influence met real-world recognition. More than 3.4 million public votes set a new benchmark for engagement, proving that audiences weren’t just consuming content—they were actively shaping the stories and voices that defined their cultural landscape.

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With AUD$1.9 million in revenue generated across five major brand partnerships, the awards demonstrated TikTok’s power as both an entertainment platform and a business driver. A peak concurrent viewership of 50,213 and 22,865 new followers gained during the show further solidified its momentum, proving that the event was as much about fostering long-term audience growth as it was about celebrating the biggest creators of the year. More than 1,350 guests, from creators and media to VIPs and industry leaders, gathered to witness the energy of an evening that wasn’t just about recognition but about reinforcing TikTok’s role at the heart of modern entertainment.

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In the UK, the TikTok Awards became a multi-platform success, bridging digital culture with mainstream media through a strategic partnership with Sky. The event generated widespread media coverage, with over 306 published articles, 64 percent of which came from tier-one publications. The Sky deal alone secured a headline package valued at £1.65 million ($2.21 million), further cementing TikTok’s role as a dominant force in the entertainment industry.

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The event drew an audience of 500 attendees, with approximately half being creators, ensuring a strong representation of TikTok’s most influential voices. Social engagement flourished, with partner media generating over 350 videos that amassed 80 million views, while official media coverage resulted in 210 videos garnering an additional 50 million views. The UK’s execution highlighted TikTok’s ability to integrate creator-driven content with traditional broadcast media, reinforcing its position as a major player in both digital and television landscapes.

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Italy’s event focused on deepening community connections and amplifying creator influence. The awards received overwhelmingly positive feedback, with 100 percent positive sentiment recorded in surveys collected from 326 creators. By curating an experience that centered on digital storytelling and live entertainment, Italy’s execution demonstrated how TikTok fosters a deeply engaged community. The event featured a lineup of eight public figures and seven creators, all of whom were secured without additional negotiation costs, underscoring TikTok’s strong relationship with its talent ecosystem. Social media engagement was a driving force, with 108 posts across TikTok, Instagram, and Facebook reaching 1.5 million total impressions. The event’s media outreach resulted in 106 earned coverages, 90 percent of which came from tier-one and tier-two outlets, generating an estimated €388,580 in media value.

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The TikTok Awards France embodied the country’s rich history of art, fashion, and cinematic storytelling while staying true to the raw, creator-driven spirit of the platform. Held at the iconic Lido on the Champs-Élysées, the event transformed the legendary venue into a living expression of digital culture, where online creativity was elevated to the grandeur of a Parisian spectacle. The night pulsed with energy, blending high-production stage design with intimate creator moments, allowing viral talent to step into the limelight with the same reverence traditionally reserved for film stars and musicians.

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Thailand’s TikTok Awards delivered an exceptional level of audience participation and digital engagement, solidifying its position as one of the most interactive executions of the global initiative. The event saw over 10.7 million votes cast by 778,613 unique participants, underscoring the deep connection between Thai users and TikTok’s creator ecosystem. Audience enthusiasm was particularly evident in the record-breaking vote counts, with the highest-voted nominee receiving 3.25 million votes, showcasing the platform’s ability to mobilize communities around talent and cultural moments.

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Beyond voting, content creation played a pivotal role in driving engagement. Over 91,318 video posts were published in connection with the awards, generating an astounding 255 million video views—a testament to how seamlessly the event integrated with TikTok’s participatory culture. The event’s reach extended beyond the platform through its H5 campaign, which recorded 21.1 million total page views, marking a 978 percent increase compared to the previous year. This explosive growth in user interaction reflected TikTok’s growing influence in Thailand’s entertainment landscape and its ability to translate digital enthusiasm into real-world impact.

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Korea’s TikTok Awards stood out as one of the most polished and high-production events in the global rollout, reflecting the country’s reputation for trendsetting digital culture and entertainment. Held at the Peace Hall, Kyung Hee University, with 4,000 seats, the event capitalized on Korea’s deep connection to entertainment, blending TikTok’s creator-driven culture with the country’s world-class production values. The awards were not just a showcase but a full-fledged live entertainment experience, amplified by the involvement of MBC+ as the official TV partner, ensuring widespread broadcast coverage across MBC Every1 and MBC M cable channels while also streaming live on TikTok.

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The scale of engagement reflected the meticulous execution and widespread anticipation. The event saw 422,000 total page views, with 329,000 unique viewers tuning into the livestream and a peak concurrent viewership (PCU) of 16,000, drawing audiences from Korea, Japan, the U.S., Indonesia, Singapore, Malaysia, Thailand, Vietnam, the Philippines, and Taiwan. This extensive regional viewership reinforced TikTok’s growing status as a cross-border entertainment hub, where creators and fans connect beyond geographical boundaries.

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Mexico’s 2025 TikTok Awards was a symphony of spectacle, culture, and digital influence, setting the city alight with the energy of its most celebrated creators. Held at Quarry Studios and broadcast live across TikTok Latam, the event wasn’t just a celebration—it was a declaration of the platform’s profound impact on Latin American entertainment. The night opened with an electrifying performance by Kenia Os, whose song Tokome set the stage for an evening of unforgettable moments. With hosts Paco de Miguel and Diego Boneta leading the charge, the ceremony honored the creators shaping Mexico’s digital landscape, proving once again that TikTok is more than an app—it’s a cultural force. At the heart of the awards was the community. Public voting determined the winners across 13 categories, underscoring how deeply TikTok’s audience is invested in the success of its stars. When Yeri Mua was crowned Artist of the Year and Kenia Os & La Joaqui’s Kitty took Song of the Year, the crowd erupted, reinforcing the connection between fans and the creators they champion.

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One of the biggest strategic shifts we introduced was placing creators at the heart of every design decision. Instead of treating them as passive recipients of awards, we designed the event experience to mirror the way they interact with their audiences—dynamic, participatory, and deeply personal. The creative strategy incorporated real-time audience interactions, live UGC integrations, and TikTok-native motion design, making the show feel like an extension of the platform itself. This approach not only drove massive engagement but also reinforced TikTok’s positioning as the most creator-centric platform in the world.

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Across every region, the TikTok Awards stage design was meticulously crafted to reflect the platform’s dynamic and interactive nature, ensuring that the visual language remained cohesive while allowing for local adaptations. The stages were built with multi-layered LED screens, parametric lighting, and kinetic visuals, mirroring the fast-paced storytelling of TikTok itself. Each setup was designed to be fluid and modular, allowing for seamless transitions between award segments, live performances, and interactive creator moments.

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From Australia’s grand-scale production, which incorporated panoramic displays and immersive projection mapping, to Vietnam’s high-energy spectacle that wrapped the audience in 360-degree visuals, the awards became an extension of TikTok’s creative ecosystem. Even smaller-scale events, such as those in Italy and Thailand, maintained the signature bold, high-impact stage design, ensuring that no matter the size of the production, the TikTok visual identity remained unmistakable.

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Music was a core pillar of the global activations, reinforcing TikTok’s role as a music discovery engine. The awards featured a diverse mix of established artists, viral breakout stars, and creator-led performances, highlighting the platform’s power to propel talent from bedroom recordings to global stages. In Korea, K-pop sensations took center stage, seamlessly integrating their performances with real-time audience interactions and synchronized TikTok content. In Latin America, the event blended live DJ sets with on-screen viral sound challenges, creating an interactive festival atmosphere. Across every market, the music performances weren’t just entertainment—they were a statement, proving that TikTok isn’t just a platform for music trends, but an incubator for real-world music industry success.

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Working closely with environmental designer Tracy Llewellyn, we developed a scalable stage system that could adapt to the unique spatial, environmental, and budgetary constraints of each region while maintaining a consistent global identity. The goal was to ensure that every TikTok Awards stage, whether a high-production spectacle in Australia or a more intimate venue in Italy, felt immersive, dynamic, and unmistakably TikTok. We designed a modular stage framework that could be reconfigured depending on venue size, production budgets, and audience capacity while still delivering a bold, high-energy experience.

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In markets with larger budgets, such as the United States, Australia, and Korea, we designed multi-tiered stages with dynamic LED backdrops, kinetic lighting rigs, and immersive set extensions that maximized scale and impact. Meanwhile, in regions with tighter budgets or spatial limitations, we adapted the execution using high-efficiency digital backdrops, modular reflective panels, and strategic projection mapping. Tracy’s expertise in environmental design and spatial planning was critical in ensuring that each market could execute an engaging stage setup while keeping production costs and logistical challenges in check. By working with local fabricators and sustainable materials, we minimized excess shipping and waste, allowing each regional execution to feel purpose-built yet globally connected.

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JoJo Siwa’s electrifying performance at the TikTok Awards Australia was one of the night’s most anticipated moments, marking her long-awaited return to the country after four years. The stage was designed to match her signature high-energy aesthetic, featuring a kaleidoscope of vibrant LED visuals, dynamic lighting sequences, and oversized kinetic set pieces that pulsed in sync with the music. The seamless integration of motion graphics and larger-than-life 3D elements amplified the performance, transforming the stage into an extension of her persona—bold, colorful, and undeniably TikTok-ready. Her setlist included a mix of viral anthems and new releases, bridging the gap between nostalgia and the next wave of pop culture trends. The audience, a mix of creators, fans, and industry leaders, erupted as she delivered an electrifying finale, embodying the TikTok ethos of unfiltered self-expression and high-energy entertainment.

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JoJo’s rise from child star to global sensation mirrors the trajectory of so many TikTok creators—bold, unapologetic, and powered by an authentic connection with her audience. She embodies the evolution of digital celebrity, seamlessly shifting from YouTube to traditional media and now thriving in the TikTok era, where reinvention and self-expression are currency. Her presence at the awards wasn’t just about nostalgia or spectacle; it was a full-circle moment that reinforced what TikTok represents—a space where personality, creativity, and resilience translate into real influence.

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A key pillar of the TikTok Awards’ success was its simulcast on TikTok Live, which transformed the event from a traditional awards show into a real-time, interactive experience for millions of viewers globally. Unlike legacy broadcasts, where audiences passively consume content, TikTok Live enabled instant engagement, live reactions, and creator-led commentary, making the show feel dynamic and participatory. The integration of real-time voting, live chat interactions, and user-generated content amplifications ensured that the audience wasn’t just watching the awards—they were actively shaping the moment. By allowing viewers to engage with nominees, vote for their favorite creators, and participate in trending conversations, the TikTok Awards leveraged the platform’s core strength—community-driven content—while maintaining a premium event experience.

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As a sound-on platform, TikTok thrives on music-driven cultural moments, and this was evident in the massive viewership spikes during key music performances throughout the show. Whether it was viral artists performing their breakout hits, TikTok-fueled sound trends coming to life on stage, or unexpected collaborations between creators and musicians, the integration of live performances reinforced TikTok’s role as the premier music discovery platform. The data was undeniable—each major performance saw a dramatic increase in concurrent viewership, with fans flooding the platform to watch and engage in real-time. By designing the stage, transitions, and motion graphics to feel native to TikTok’s fast-paced, high-energy storytelling style, we ensured that these moments seamlessly translated into viral content, driving millions of additional interactions across the platform long after the event ended.

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The process of building a cohesive brand experience across multiple markets required constant iteration and refinement. No two regions were the same, which meant that while the core design principles remained consistent, the execution had to be tailored to each market’s needs. In some cases, this meant adjusting motion design to align with broadcast specifications, while in others, it meant modifying stage layouts to fit within local production constraints. This balance of consistency and adaptability was what made the TikTok Awards so impactful.

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At the heart of the TikTok Awards was a celebration of creators—the driving force behind the platform’s cultural influence. Every aspect of the design was meant to highlight their achievements, whether through custom-built nominee graphics, immersive stage visuals, or on-platform integrations that allowed fans to engage with the awards in real-time. The experience extended beyond the physical event, creating a digital-first awards show that felt native to TikTok’s ecosystem.

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One of the standout features of the awards was the way they leveraged TikTok’s unique community dynamics. Rather than just presenting a traditional awards format, we integrated fan participation, live reactions, and creator-led storytelling to make the experience feel interactive. This approach not only drove engagement but also reinforced TikTok’s position as a platform where audiences and creators shape culture together.

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From a design perspective, the awards needed to feel dynamic and celebratory while maintaining TikTok’s distinctive aesthetic. We played with layered gradients, kinetic typography, and bold lighting to create a sense of movement and energy. Each market was given a framework for adapting the visuals to fit their specific needs, ensuring that the awards felt immersive whether they were experienced in person, on a livestream, or through social content.

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A key component of the execution was ensuring that the experience translated seamlessly across different formats. Whether audiences were watching on mobile, desktop, or a large-scale live broadcast, the visuals had to be clear, engaging, and instantly recognizable as TikTok. This required a meticulous approach to motion design, ensuring that transitions, overlays, and animations all aligned with TikTok’s visual storytelling style.

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The TikTok Awards also served as a major moment for brand partnerships, with companies integrating their messaging into the event in ways that felt organic and high-impact. The sponsorship packages were designed to blend seamlessly with the awards' creative identity, ensuring that brand integrations felt additive rather than disruptive. This approach contributed to record-breaking revenue generation, with multiple markets surpassing their commercial targets.

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The event was not just about celebrating the past year’s achievements but about setting the stage for TikTok’s future as a leading entertainment and cultural platform. By positioning the awards as an annual tentpole event, we laid the foundation for future growth, giving TikTok a signature moment that will continue to evolve and expand in the coming years. This project wasn’t just about making something look good—it was about proving that the way TikTok moves through culture can exist beyond the app.

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That a digital-first brand could take up space, command attention, and reshape what an awards show is supposed to be. By leading the creative execution across so many markets, I didn’t just ensure consistency—I helped push the boundaries of what a creator awards show could look and feel like. The work didn’t just reflect the success of TikTok’s creators; it gave them an even bigger platform to keep evolving, keep influencing, and keep changing the definition of entertainment itself.

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What made the TikTok Awards so impactful was the way they felt simultaneously global and deeply personal. Whether you were in the audience at an event in Bangkok, tuning in from your phone in Mexico City, or engaging with the content through a creator-led recap in Berlin, the experience was designed to feel seamless. This level of cohesion is rare for an event of this scale, and it speaks to the strength of the design system we built.

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Bringing the TikTok Awards to life required a deep understanding of how digital and physical experiences intersect. The event was designed to be as engaging on-platform as it was in real life, ensuring that the reach extended far beyond the physical venues. By integrating real-time voting, livestream engagement, and UGC amplification, we turned the awards into a true celebration of the TikTok community.

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The TikTok Awards are more than a moment of recognition; they are an investment in the future of the creator economy. By spotlighting talent on a global stage, we reinforce TikTok’s position as the platform where culture is born, trends take flight, and creators thrive. These awards don’t just reward excellence; they create a framework for sustained growth, driving deeper engagement, brand partnerships, and commercial viability for creators at every level. As digital content continues to reshape entertainment, the TikTok Awards serve as a signal to creators and advertisers alike—this is where the future is being built, and this is where they want to be.

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TikTok’s rise has always been about shifting the power of entertainment from studios and networks to the hands of individuals, and this project was a way to cement that shift in the physical world. The TikTok Awards weren’t just a celebration of what creators had done—they were a declaration of what was possible when digital creativity was given the same stage, production value, and fanfare as legacy media. My role as Design Director was about more than crafting a look and feel; it was about ensuring that the environment itself reflected the way creators work—fluid, responsive, and deeply connected to their audiences. We built a visual system that wasn’t static but alive, evolving in real-time with the energy of the events, the movements of the hosts, and the reactions of the fans watching from every corner of the world.

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The creator economy is often spoken about in numbers—views, likes, engagement rates—but what we did here was make its cultural weight undeniable. When a TikTok creator walked onto one of our stages, they weren’t just being recognized within the app; they were stepping into a space that carried the same sense of prestige as any major awards show. Every detail reinforced that shift. The graphic treatments made creator names feel monumental, stage animations reacted to live voting, and in every market, the design adapted to the creators it was spotlighting rather than forcing them into a traditional broadcast mold. By putting them at the center in a way that felt distinctly TikTok, we reinforced that their influence doesn’t stop at the screen—it reshapes the industries that once defined fame.

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TikTok’s DNA is built on constant reinvention, and that had to be true for the way we honored its talent. Instead of creating a rigid template, we developed a system flexible enough to adapt to different regions, talent pools, and audience expectations while still feeling unmistakably unified. A creator in Vietnam needed a different kind of moment than a creator in Italy, and a fan voting from Australia engaged with the awards differently than one tuning in from Korea. We accounted for those nuances, not just in format but in the way the experience unfolded. Whether it was the dynamic stage configurations, the integration of live comments into on-screen graphics, or the way music performances were woven seamlessly into the awards flow, the result was a show that felt immediate, participatory, and entirely in step with the creators it was built for.

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Key Collaborators: Hamilton Tamayo, Ishaan Mishra, Vanessa Rizk, Joy Seet, Michael Hinson, Parris Pierce, Mah Lobo, Lais Salvastro, Eduardo Lyl, Marissa Hammonds, Kim Farell, Dana Viltz, Alainna Schiano, Christie Ramistella, Tracy Llewellyn, Yin Yin Hooi, Sakura Tanaka, Hannah Kavner, Simon Bates, Joshua Duncan, Nina Tan, Henry Kwon, Shoujin Li, Jae Hoon Jung, Stefania Trinchero, Maddie Rowe, Viktoria Adams, Felicity Mdhluli, Thais Miranda, Ana Luisa Marzano, Nicholas Pham, Ekikere Udofia, Yi Chen, Katherine Morin, Aiko Kudo, Daniel Tubies, Lily Hall, Taylor Hill, Haris Ahmed, Ariadna Morales

Tools: Adobe Creative Suite, After Effects, Figma, Cinema 4D, and Sketch.

Deliverables: Immersive installations, branded activations, co-branded workshops, executive speaking engagements, and integrated design narratives.

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