TIKTOK AI PRODUCT DESIGN

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TikTok has been steadily evolving from a cultural platform into a full-fledged creative ecosystem powered by AI, giving marketers and creators the tools to move at the speed of culture. With Symphony, Smart Plus, and TikTok One, the company has built a suite of products that simplify production, amplify storytelling, and scale performance. Symphony is TikTok’s generative AI toolkit, turning prompts, images, and product shots into scroll-stopping videos tailored for the platform. Smart Plus unlocks smarter media planning and predictive optimization, helping brands connect with audiences more efficiently and drive measurable growth. TikTok One unifies all of these capabilities into a single hub, making it easier for agencies and advertisers to collaborate, discover creators, and run campaigns seamlessly. Together, these innovations position TikTok not only as a stage for creativity but also as the technology partner shaping the next generation of brand building.

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Symphony Creative Suite is TikTok’s AI-powered creative command center designed to help brands and creators generate, transform, and scale video content with speed and efficiency. Within the suite, users can quickly generate and remix videos from basic product details, craft avatar videos with digital narrators, and develop TikTok-style scripts that are informed by platform insights. The toolkit also allows marketers to refresh existing ads, translate and dub videos into multiple languages, and leverage a built-in video editor to apply TikTok’s visual grammar of captions, stickers, transitions, and effects. One of the most innovative features is Daily Video Generations, which automatically provides brands with ready-made video options tailored to their assets, performance data, and creative best practices. By integrating licensed music, imagery, avatars, and voiceovers into every workflow, Symphony Creative Suite bridges the gap between ideation and production, enabling advertisers to refresh campaigns at scale, localize creative for new markets, and keep pace with the speed of culture on TikTok. It represents a fundamental shift in how creative production is done, giving marketers the ability to test, adapt, and publish content with a fraction of the time and resources that traditional workflows demand.

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For the launch of TikTok Symphony, my role centered on shaping a cohesive creative direction that would introduce the suite of generative AI tools with clarity and impact. I worked closely with our product design team to refine the logo, develop the brand guidelines, and ensure that every visual asset felt aligned with TikTok’s broader identity. My focus was on translating the technical sophistication of Symphony into a design system that was approachable, human, and exciting for brands, agencies, and creators. The challenge was to capture the promise of AI not as a replacement for creativity but as a collaborator, something that could scale imagination and storytelling at the speed of culture, and coming from a creative background, this was important for me to do with integrity and privacy at the forefront.

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I partnered closely with Jen Pincus on our video team and my design-direction counterpart Hyunjin Park to develop the storyboard, then collaborated with our production agency Eastward to deliver both vertical and horizontal launch sizzles. We leaned into TikTok Live’s 3D iconography to create a dynamic visual language that felt native to the feed while carrying the weight of a global product debut. Macy Tang and Kenneth Liew supported early boards and visual beats, ensuring the concept translated cleanly from script to motion. Having worked closely with our production partner Eastward, I was able to stay close to the process and give design feedback throughout it's development.

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On the brand side, Joy Seet, my direct report, crafted the 3D typography system, while Crystal Yin worked with me to build the logo and codify the brand guidelines. Hamilton Tamayo offered high-level creative guidance throughout. Ryan Hague on our studio team spearheaded the copywriting. For motion, Wesley Phung led the logo animation, and I provided detailed notes on timing, easing, and transitions to align with our system. I also directed the sound design, shaping the audio bed and SFX so the rhythm, hits, and negative space reinforced our narrative arc and made the piece feel unmistakably TikTok.

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The Symphony launch was something that was a true team effort between cross functional marketing, design, product and video production teams and I was essentially a design lead and liaison across the process at various touchpoints of the go to market launch. We were able to pull assets from across our creative libraries to build something that was fresh while still being nimble with limited resources and budget. The limitations made it challenging but also ultimately more fulfilling to see what we could create with a scrappy team that had to stay within more guidelines to bring this vision to fruition.

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Developing Symphony meant working with the team in a tighter, more deliberate way. Every frame needed to carry its weight, every visual needed to speak directly to creators and clients. The process balanced vibrant design energy with emotional storytelling so that the film felt inspiring rather than technical. What emerged was a launch that proved scale does not limit significance. Even without the nationwide spend of Google's Gemini campaign where the budget just to get a Jay Z song was probably more than our entire project budget, Symphony’s video positioned the tool as essential, translating its power into a story that felt both human and immediate.

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A key part of my work was ensuring consistency across all brand touchpoints. I oversaw the creation of a visual identity system that included typography, color palettes, and motion theory specific to Symphony, while remaining harmonious with TikTok’s core brand language. This allowed Symphony to stand out as a distinct innovation within TikTok’s ecosystem while still feeling familiar to users. The guidelines gave designers and agencies clear principles to follow, making it easier to adapt Symphony branding across campaign materials, product demos, and integrated partner platforms like Adobe Express and WPP Open.

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Symphony represents a new phase in how creativity is built and distributed, turning what was once a manual, time-intensive process into a living system that moves at the speed of culture. It allows creators and brands to translate ideas into video, voice, and motion through simple inputs like prompts, product shots, or scripts. Instead of relying on large production cycles, teams can now build platform-native content in real time, adapting to trends and audience signals as they happen. This immediacy changes not only the volume of what can be made, but also the kind of storytelling that becomes possible. Symphony redefines scale not as replication, but as responsiveness, where every piece of content can feel as personal as it is widespread.

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For brands, Symphony becomes a partner in modern commerce. It connects storytelling to sales by making creative production continuous, adaptive, and insight-driven. Whether it is generating product showcases, translating campaigns for regional audiences, or refreshing creative automatically, the suite transforms how marketing teams approach both creativity and conversion. It bridges the gap between the art of advertising and the science of performance, allowing brands to stay consistent while remaining flexible across markets and formats. Campaigns no longer need to be reimagined from scratch for each audience; they can evolve organically, learning from data and responding to culture with precision and ease.

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For creators, Symphony extends the reach of imagination. It opens access to tools once reserved for professional studios, offering the ability to produce high-quality, platform-ready content from anywhere. Voiceovers, avatars, and remixing tools give creators new ways to express themselves while maintaining authenticity. What emerges is a system that amplifies individuality while scaling opportunity, making it possible for anyone to build a presence, a product, or a brand that speaks fluently to a global audience. Symphony transforms creation at scale into something deeply human, where technology works in service of the creative instinct rather than replacing it.

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TikTok’s mission to inspire creativity and bring joy is the foundation of how the platform operates. It’s about giving people the space, tools, and confidence to express themselves in ways that feel real and effortless. Whether through music, humor, or storytelling, TikTok encourages authenticity over polish and connection over perfection. The platform’s design makes creative expression accessible to anyone with a phone, and that accessibility has changed how culture is made and shared. It’s a place where trends, ideas, and communities form organically, driven by the simple joy of creating something that resonates. In its essence, TikTok exists to remind people that creativity is a shared human experience, and joy is what happens when that creativity is seen and felt by others. These AI extentions of our brand did exactly that, at scale with fresh perspectives and new energy injected into the whole process.

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Ultimately, my contributions to the launch of TikTok Symphony were about more than a single campaign. They were about establishing a creative and design foundation for an evolving suite of AI-driven tools. By bridging the gap between technology and storytelling, I helped position Symphony as a new standard for creativity on TikTok, one that empowers marketers, creators, and agencies to unlock bold ideas and bring them to life at scale. This was both a brand-building moment and a product education moment, and my creative direction helped ensure that the launch resonated with both audiences.

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Symphony’s Text to Video tool is a breakthrough for marketers and creators who want to bring ideas to life quickly. By typing a short prompt, they can instantly generate TikTok-first video concepts without needing visuals, stock footage, or a production team. This capability allows brands to experiment with different campaign narratives, test multiple executions, and iterate concepts before investing in full-scale production. For creators, it lowers the barrier to entry, giving them access to professional-quality content generation powered by AI. Being part of the product design and development process meant shaping how this tool balanced speed and ease with creative flexibility, ensuring it felt empowering rather than limiting.

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Image to Video offers a different kind of creative acceleration by turning static assets into motion. With a single product shot, a brand mood board, or a catalog image, Symphony can generate short-form clips optimized for the TikTok experience. This is powerful for marketers who want to scale content without producing entirely new shoots, as well as for small businesses that might not have the resources for video-heavy campaigns. In designing this tool, the challenge was to ensure the outputs felt dynamic, authentic, and on-brand rather than templated. It was rewarding to contribute design direction and help set the creative parameters that made the videos feel distinctly TikTok while also flexible enough to serve a wide range of brand identities.

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The Showcase Products capability brought another layer of innovation by using digital avatars to model or display products directly in TikTok-first videos. Whether an avatar is holding a water bottle, trying on clothing, or demonstrating an app, the feature places products at the center of attention in ways that feel engaging and accessible. For advertisers, this means faster go-to-market storytelling without the cost or logistics of live production, while also expanding how consumers can see and connect with items. Shaping this tool alongside the product team involved envisioning how avatars could blend into the TikTok environment without breaking authenticity, and ensuring that the guidelines around labeling and safety helped build trust. This was a critical step in aligning AI-driven innovation with the platform’s commitment to creativity and community.

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The Remix feature embodies the cultural truth that everything is a remix, giving marketers and creators the ability to build on existing content, reframe ideas, and generate fresh iterations at scale. On TikTok, where the algorithm itself acts as a living feedback mechanism, Remix allows brands to test variations, lean into trends, and adapt campaigns in real time based on audience response. This creates a loop where experimentation is not only encouraged but rewarded, and where the creative process becomes a dialogue between brand, creator, and community. Being part of shaping this tool meant designing for adaptability, making sure the feature empowered users to remix with authenticity while harnessing TikTok’s unique ecosystem to refine and elevate their storytelling.

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The Digital Avatar feature within Symphony was designed to put products and ideas directly in the hands of creators and brands in ways that feel both scalable and personal. By leveraging AI-generated avatars, marketers can showcase clothing on a model, demonstrate an app on a phone, or bring any product into motion without the costs and logistics of live shoots. This tool transforms static product imagery into engaging, TikTok-ready content that feels native to the platform while still maintaining a brand’s unique identity. For creators, it unlocks new forms of expression, allowing them to experiment with how products are presented and how narratives are built around them. Contributing to the development of this feature meant working closely with product design to ensure that the avatars felt human enough to build trust while still distinct enough to be clearly labeled as AI-generated, preserving both authenticity and transparency. It was an opportunity to explore the intersection of representation, technology, and creativity, and to help define a future where avatars expand rather than replace the human element in storytelling.

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One of Symphony’s most significant contributions to creative scale lies in its dubbing and translation features, which open the door for true regionalization. The ability to instantly translate and voice content in multiple languages removes one of the oldest barriers in marketing: reach without resonance. With Symphony, a single campaign can carry the same emotional tone and creative intent across borders, allowing ideas to travel further without losing their meaning. It brings to mind what MrBeast has achieved on YouTube by dubbing his videos in Spanish, Hindi, and Japanese, transforming familiar content into local experiences that feel made for each audience. Symphony takes that same principle and builds it into the creative process itself, turning localization from an afterthought into a natural step in storytelling. For global brands, this means that campaigns can speak to people in their own language, not just through subtitles but through voice, tone, and rhythm, creating a kind of cultural fluency that scales both reach and authenticity at once.

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A key part of my work was ensuring consistency across all brand touchpoints. I oversaw the creation of a visual identity system that included typography, color palettes, and motion theory specific to Symphony, while remaining harmonious with TikTok’s core brand language. This allowed Symphony to stand out as a distinct innovation within TikTok’s ecosystem while still feeling familiar to users. The guidelines gave designers and agencies clear principles to follow, making it easier to adapt Symphony branding across campaign materials, product demos, and integrated partner platforms like Adobe Express and WPP Open. I also led the creation of enablement materials for Symphony, developing clear, visually consistent assets that equipped global teams, partners, and clients with the tools and guidelines they needed to bring the products to market effectively that leveraged our one pager and deck presentation templates developed as a part of our brand refresh I developed.

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My design direction also emphasized flexibility. Symphony was built for a wide audience ranging from global advertisers to small businesses, so the visual system had to work across highly polished brand films and quick, utilitarian demos. I worked on crafting modular assets that could scale up or down depending on context, ensuring that the creative felt premium at a global stage like Cannes, but still practical for everyday use by marketers. This adaptability reflected Symphony’s own value as a tool that could make creativity smarter, faster, and more efficient. Crystal Yin on our our team was the driving force behind a lot of these updates and I gave her overarching art direction along with my counterpart Hyunjin Park and high level feedback from our group director Hamilton Tamayo.

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Working on the TikTok Symphony logo and brand guidelines was about creating a system that would establish both clarity and creative flexibility. The goal was to design a mark that felt like an extension of TikTok’s global identity but distinct enough to stand on its own as a product suite within the ecosystem. I collaborated closely with our design and product partners to refine every detail, from the proportions of the logo to how it would animate across environments. The process also involved codifying rules for color usage, typography integration, minimum sizing, and digital applications so that Symphony could be deployed consistently across campaigns, presentations, and partner platforms. I provided direction on the interplay between TikTok’s core color gradients and the supporting palette for Symphony, ensuring that the identity communicated innovation while feeling unmistakably part of TikTok. This work not only set a strong foundation for the launch but also created a scalable framework for future iterations of Symphony as the product continues to evolve and integrate more functionality.

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The integration of Symphony with Adobe Express after it's launch created a seamless bridge between creation and distribution. It gave marketers and creators the ability to generate, edit, and publish TikTok-first videos directly within Adobe’s ecosystem, transforming a familiar workspace into a launchpad for platform-native storytelling. By combining Adobe’s design capabilities with Symphony’s generative intelligence, the partnership removed many of the barriers that slow down creative flow. Ideas could move from spark to screen faster, with built-in access to TikTok’s tools, trends, and visual language. The result was a system that empowered creators to experiment freely, adapt quickly, and keep pace with the pulse of culture.

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Symphony AI arrives at a turning point for creative work. It represents a shift in how ideas take shape, where machine systems and human instinct move in rhythm rather than in competition. In the past, creative production followed the pace of deadlines and budgets; now it follows the flow of data and pattern recognition. The result is not the loss of art, but the reintroduction of scale to imagination. Symphony turns what used to be a long relay between concept and execution into a single continuous act. In this way, it brings clarity to the crowded world of advertising, offering a kind of balance between intuition and automation. The industry stands at a place where intelligence meets expression, and Symphony is the quiet signal that the next chapter has already begun.

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Smart+ is the quiet collaborator that listens, learns, and clears a path for the work to breathe. It studies patterns the way an editor studies rhythm, then suggests the next cut, the next angle, the next way to land a message with clarity. It makes complexity feel light, turning data into direction and direction into momentum, so creative people can spend more time shaping feelings and less time fighting friction.

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Smart+ is TikTok’s AI powered performance layer that automates the heavy lifting across targeting, bidding, and creative so advertisers can focus on outcomes. Inside Ads Manager, brands set goals, budgets, and inputs, then Smart+ predicts the right audiences, assembles or selects the best creative in tandem with Symphony, and continuously optimizes delivery toward KPI targets. It supports a full funnel of objectives with advanced bidding controls, account level targeting, expanded brand safety, and real time reporting for iOS that unlocks more sophisticated strategies. App advertisers can use target ROAS bidding for IAA to guide optimization toward revenue goals, while web and lead gen marketers gain simpler setup and clearer paths from discovery to conversion. As it was launching I was brought in to help market the product, humanize it as it went through UI/UX iterations and then develop enablement assets for it.

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Smart+ signals a transformation in how performance intelligence and creativity coexist. It listens to patterns, finds rhythm in complexity, and gives campaigns the ability to adapt before anyone has to intervene. The old model of marketing required constant adjustment, a series of manual corrections that pulled focus away from the work itself. Smart+ dissolves that friction by creating a living environment where data, design, and decision-making move together. It is not about automation for efficiency’s sake, but about creating space for strategy and storytelling to unfold with more clarity. What once required long cycles of testing now happens in real time, allowing creative energy to flow without interruption. In that sense, Smart+ is less a feature and more a behavior, a quiet system that observes and refines until performance becomes an organic extension of imagination. It reflects a future where intelligence is not about control but about awareness, where the best ideas are supported by systems that think with you rather than for you.

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Being involved in the design and launch of Smart+ required a focus on translating technical complexity into simplicity. I worked on visual frameworks and storytelling approaches that made the product approachable to marketers who may not be familiar with predictive algorithms or automated planning systems. The goal was to highlight Smart+ as a collaborator that enhances decision-making rather than overwhelms it. This balance of sophistication and accessibility was critical in helping global advertisers embrace the tool with confidence, and in reinforcing TikTok’s position as not just a cultural hub but a performance-first marketing partner.

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Purpose built modules make the system practical at scale. Smart+ Catalog Ads transform a product feed into always on, automatically refreshed ads that drove a 36 percent CPA reduction in closed beta compared to BAU setups. Smart+ Web Campaigns improved efficiency for most advertisers, with 71 percent seeing at least 10 percent better performance and a 53 percent higher ROAS when optimizing for purchase value. Smart+ App Campaigns add flexible bidding to grow installs and monetize with tROAS for ad revenue, and Smart+ Lead Generation balances volume and qualification through native forms and messaging. In practice, Smart+ delivers return on investment through predictive decisioning, return on effort by automating campaign management, and return on creative by localizing, refreshing, or generating assets so results improve faster and fatigue is reduced. This AI Product was a central part of many of our experiential event activations such as at Newfronts.

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For TikTok Academy’s Unpacked series, I collaborated with Vidico to create a motion graphics package that could explain Smart+ in a way that was both visually engaging and easy for clients to understand. I storyboarded the look and feel of the video, building a visual identity that felt cohesive with TikTok’s design system while allowing space for playful motion and clarity of explanation. The goal was to distill a highly technical product into an asset that could serve as enablement material, helping advertisers and partners quickly grasp how Smart+ automates targeting, bidding, and creative to drive performance. Working closely with Nina Skoko on our partner marketing team, I ensured the content aligned with client needs and educational objectives. Vidico brought the animation expertise, while I guided the narrative arc, transitions, and pacing to make sure the explainer felt native to the TikTok environment. The final product was a polished explainer video that not only introduced Smart+ but also served as a reusable toolkit for client conversations, strengthening how we positioned AI-powered advertising across global markets.

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TikTok One is a centralized platform that brings together the full spectrum of TikTok’s creative and marketing solutions in one place. It was built to simplify how brands, agencies, and creators work together by combining tools for discovery, collaboration, and campaign management. Within TikTok One, users can connect with creators through the Creator Marketplace, find production partners, access creative insights, and activate campaigns with greater speed and coordination. The platform turns what was once a scattered process into a single, connected experience, allowing ideas to move smoothly from brief to execution. For marketers, it offers a clear view of creative opportunities across the TikTok ecosystem, while for creators it expands visibility and access to brand partnerships. The result is a more efficient, collaborative, and human way to create for the platform’s global audience.

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TikTok One feels like a studio that fits in your pocket, where briefs, talent, and ideas live in one current. It gathers the wild energy of the platform and gives it a map, so brands and creators can move from spark to storyboard to shareable moment without losing the heartbeat that makes TikTok alive. It is a bridge between craft and community, a place where insights flow into concepts and concepts grow into culture.

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Just like with Symphony, my Brand Studio team and I led the design of the logo, branding toolkit, and visual identity system for TikTok One. We approached it as a unifying brand for creators, partners, and advertisers, built to express collaboration and creativity with clarity and confidence. From early explorations of typography and motion to the final system architecture, we created a design language that could flex across markets, content types, and product environments. The visual framework balanced bold color, motion rhythm, and confident simplicity to reflect the energy of the TikTok ecosystem. Alongside the identity, we built a comprehensive toolkit and brand guide that gave internal and external teams everything they needed to apply the system consistently, from co-branded assets to campaign layouts. The outcome was a cohesive and future-ready brand built to evolve with TikTok’s growing network and creative community.

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TikTok One is a centralized hub that brings together the full spectrum of TikTok’s creative and marketing solutions into a single, accessible platform. It allows brands, agencies, and creators to discover talent, access TikTok’s suite of creative tools, and manage campaigns all in one place. The platform simplifies workflows by removing silos, making it easier for teams to collaborate, connect with the right partners, and bring TikTok-first ideas to life. By unifying what was once spread across multiple touchpoints, TikTok One creates a seamless entry point into TikTok’s ecosystem of creativity and performance.

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At its core, TikTok One reflects the way culture is made on the platform through collaboration, iteration, and amplification. It gives marketers direct access to creators, production partners, and AI-powered tools like Symphony and Smart+, helping them build campaigns that feel authentic to TikTok’s audience while still driving measurable results. This was one of the most adaptable products I helped develop and strategize around due to it's large user base. Creator Marketplace and Partner Exchange are also fully integrated into TikTok One, giving advertisers seamless access to both creators and agencies that specialize in TikTok first content. Creator Marketplace enables smarter discovery and collaboration with influencers, supported by advanced reporting and Spark Ad recommendations and Search Ad optimization, while Partner Exchange connects brands with expert agencies capable of end to end production.

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The ability to source creators, test assets, and manage performance within one environment creates an efficient feedback loop, allowing brands to adapt content quickly to audience trends and algorithmic signals. This helps bridge the gap between inspiration and execution at scale. TikTok One was created as the home for all of TikTok’s creative solutions, bringing together tools, insights, and partnerships into one unified platform. Instead of requiring marketers to navigate separate logins for Creator Marketplace, Partner Exchange, Creative Challenge, and other programs, TikTok One centralizes everything into a single creative command center.

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One of TikTok One’s standout features is Insights Spotlight, which provides brands with real time access to audience trends, competitive benchmarks, and cultural shifts on the platform. This empowers marketers to craft campaigns rooted in data and aligned with what viewers care about most, ensuring their creative strategies feel timely and relevant. The platform also includes Content Suite, which simplifies the process of finding brand relevant creator content and boosting it as Spark Ads. This feature not only saves marketers time and budget but also drives significantly higher engagement compared to non creator ads, proving the value of native creator partnerships at scale.

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From a design and product perspective, TikTok One was built with flexibility in mind. It supports everything from a small business running its first campaign to global agencies managing multi-market initiatives. The platform’s visual and functional design highlights clarity, efficiency, and discoverability, ensuring that users can easily find the resources they need without being overwhelmed. For me, the opportunity to be involved in shaping how TikTok One was positioned was about more than design. It was about creating a system that empowers the entire creative ecosystem to work smarter and more collaboratively, helping brands keep pace with culture as it unfolds in real time.

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Symphony AI and TikTok One made their Cannes debut as a recurring theme within the festival’s wider conversation about the future of creativity. Across keynote stages, interactive exhibits, and live demonstrations, it showed how artificial intelligence can serve as a creative partner rather than a replacement. The experience allowed brands, agencies, and creators to see firsthand how content can be produced at scale while still feeling personal and authentic. In a space driven by ideas, Symphony stood out as proof that technology can enhance the creative process without diminishing its human core.

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At events like Cannes Lions, our creative strategy and design direction focused on transforming complex products such as TikTok Symphony and TikTok One into experiences that were immersive, tactile, and instantly understandable. From an experiential standpoint, the goal was to activate around these products in ways that allowed clients and consumers to see, touch, and play with the technology, rather than simply hear about it. We leaned into interactive installations, motion-driven displays, and guided walkthroughs that contextualized features like creative versioning, digital avatars, and AI powered optimization. By combining product storytelling with hands-on engagement, we created an environment where attendees could connect emotionally and practically with the tools, seeing how they could fit into their own marketing strategies.

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Design direction was equally critical in ensuring that every element of the space felt on brand and consistent with TikTok’s identity. We developed visual systems that tied back to the product guidelines for Symphony and TikTok One, translating logos, motion graphics, and interface elements into architectural and environmental expressions. This included dynamic screens showing live demos, bold color gradients that echoed our digital branding, and interactive stations where attendees could explore features like remixing or catalog ads in real time. The result was an activation that did more than showcase products. It turned them into cultural touchpoints that sparked conversation, demonstrated capability, and built trust by giving clients a clear vision of what working with TikTok could look and feel like at scale.

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Symphony, Smart Plus, and TikTok One have become the cornerstone of our experiential programming, anchoring each event with a clear connection between creativity and capability. These activations allow guests to see, touch, and experiment with the tools that now define TikTok’s creative ecosystem. Whether it is a live demonstration of Symphony’s generative video workflows, Smart Plus performance visualizations that respond to audience interaction, or hands-on exploration within TikTok One’s creator discovery interface, each installation translates complex systems into something immediate and human. They have evolved from product showcases into living environments that mirror how people actually create, measure, and collaborate on the platform. By weaving these experiences into the fabric of every major event, TikTok continues to show that its technology is not separate from culture but part of how culture is built and shared in real time.

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These launches represent more than product milestones. They show a shift toward a new kind of creative partnership between people and technology, where design and intelligence move together with purpose. My role across Symphony, Smart Plus, and TikTok One was to shape how that partnership feels and functions, from the first visual cue to the complete product experience. It meant translating complex systems into something clear, intuitive, and expressive while keeping trust and creativity at the center. The result is a suite of tools that gives marketers and creators real freedom to imagine, test, and build at scale, and a body of work that defines how TikTok’s AI products look, sound, and live in the world.

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Key Collaborators: Macy Tang, Crystal Yin, Hyunjin Park, Hamilton Tamayo, Ryan Hague, Wesley Phung, Kenneth Liew, Christie Ramistella, Jen Pincus, Jose Hernandez, Ivy Lin

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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