More Than You Think

TikTok asked us to launch their first-ever brand campaign in Germany — their biggest local push to date. The goal: get millennials to see TikTok differently.

At the time, the app was still seen as a place for dance trends and teen chaos. I led a team that flipped that perception with We Are More Than You Think—a campaign celebrating the diversity of creators, content, and creativity on TikTok.

Real UGC. Real creators. Real trends. All stitched together to show what it actually feels like to use TikTok: a place where everyone belongs.

For my partner, André Blanco, and me—a team of brown creatives (and at the time, immigrants in Germany)—it also meant something deeper: expanding the idea of who gets to be seen as “German.” The campaign made space for Germans of color to feel represented, including one of our own TikTok clients, who said it was one of the first times she’d seen someone who looked like her represented in a German TVC.

The work drove a +7 uplift in likeability among non-users, with many saying it challenged how they saw TikTok. The platform line later evolved into We Are More [Football] Than You Think, celebrating the creativity of football culture during the (delayed) 2020 Euros, as well as market adaptations in Italy and beyond.