Overview

TikTok is on a mission to prove its value to small and medium businesses in Australia. While awareness is high, many SMBs hesitate, uncertain if their audience is on TikTok, if creating content is too complex, or if the platform can deliver real ROI. The challenge wasn’t to sell them on TikTok—it was to show them it works.
Our campaign, Watch It Work, turns TikTok advertising into a live experiment. Six SMBs, running their first-ever TikTok ads, with every moment captured in real time. From setup to sales, we followed their journey, tracking performance, showcasing results, and proving that TikTok delivers real business growth.

Responsibilities

As Design Lead, I played a key role in shaping the campaign’s creative direction, from developing the Watch It Work tagline to crafting a compelling visual and storytelling approach that balanced authenticity with high-energy creative. I also designed the pitch deck, blending strategic insights with dynamic visuals to bring the idea to life, ultimately contributing to a successful pitch that won the contract.