The Client:
TikTok In-House
Role:
Creative Director, Executive Producer, Project Lead. Built and led a team of 20 internal/external collaborators. Concepted, pitched and sold through 10+ XFN internal teams and senior leadership, secured $2.25M budget.
The Project:
What if the TikTok algorithm were a virtual character? I dreamed up Algo, the Trendkeeper of TikTok whose entire life is exploring the TikTok world, and an ownable IP franchise.
Algo would function not only as an educational tool for marketers, but be a daily show with character development and a storyworld of their own built in Unreal Engine for ultimate flexibility.
I envisioned the original IP to become the basis for a revenue-generating storyworld with countless extensions off-platform.
But first we would build the brand on TikTok, to prove our hypothesis that compelling IP could be developed on the platform first.
After 8 months in development, Algo was finally en route to be modelled in 3D, when top leadership made a directional pivot and our fun buddy ended up as the most comprehensively developed project the Creative Lab never made.