TikTok
we are here
Creative Direction + Concepting
on TikTok
Women make up half the world’s population, but you wouldn’t know it from looking around—especially in the music industry. So, for International Women’s Day, I helped TikTok answer the question: Where are all the women?
Because, it turns out, they’re on TikTok.
I led a team of women—spanning junior creatives to regional creative leads—to develop a campaign that called out the lack of visibility, acknowledgment, and space the music industry gives women, while celebrating the platform that lets them be fully, unapologetically expressed.
The work rolled out across seven markets in Europe and Latin America, spotlighting female artists and Creators who showed up to represent.
The impact was loud:
67 pieces of earned coverage across Europe (30 naming TikTok directly)
+158% increase in social mentions
100% positive or neutral sentiment
And probably my favorite part—we sourced an entirely female production team, and kept our agency’s male footprint to just two dudes.
Because #WeAreHere in advertising, too.
(If the gifs are triggering your OCD, apologies—you wouldn’t believe the time I spent trying to get them to sync)
Female artists on TikTok showed up to represent
We secured over 67 pieces of press coverage across Europe, with 30 mentioning TikTok by name.
