TikTok

More Than You Think

Creative Direction / Concept / Copywriting

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.

Person walking on sidewalk holding a rainbow pride flag.
City billboard advertising TikTok challenges with photos of various people performing activities such as dancing, jumping, and exercising, set against a red background with white text that says, 'swipe for challenges and find challengers'.
Multiple posters on a brick wall, including a large red TikTok advertisement with the text "we are more than you think" and photos of smiling young women, along with other event posters.
A city street scene with a large billboard displaying various colorful TikTok advertisements. The ads include images of people, some in casual attire, striking poses, and others in costumes. Text on the billboard encourages viewers to "swipe for style" and "find and find and find," with some phrases emphasizing challenge, inspiration, and strength. The sidewalk below features small plants and cobblestones.

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