TikTok rolls out campaign to support creative industry during corona crisis
TikTok has collaborated with creative platform It’s Nice That to offer support to the creative industry that has been affected by the corona crisis through a series called 'Creative Canvas'.
The video-sharing social networking service says it has commissioned 12 designers from across Europe to create a series of TikTok idents that showcase their own individual style and aesthetic. Over a period of 12 weeks, the idents will be run in TikTok’s ‘TopView’ Ad format across 5 markets, a highly immersive and engaging ad placement which is shown to viewers immediately on opening the app, in full-screen, full-sound. Viewers will also be able to click through to the designers’ personal TikTok profile.
Each of the designers have been tasked with expressing a different emotion associated with the creative process in their designs, from excitement and triumph to awkwardness and entrancement. A completely open brief for style will also bring exciting and new disciplines to the platform and to users’ feeds, such as 2D and 3D animation, set design, typography, photography and film.
The designers , turned TikTok creators, will also share behind the scenes insight into their creative process, producing three additional videos that capture how their work was made on their own TikTok profiles.
For the audio, TikTok commissioned specific sounds to honour the important marriage of sound and vision on TikTok with the designers expected to make something catchy, energetic and smooth; recognisable as the common thread tying all 12 campaign creatives together, but still neutral enough to allow designers to approach the brief in their own way.
The series begins with Lucas Zanotto - an animator, designer, director and the founder of Yatatoy, which makes playful tools for kids. Set with the task of exploring the emotion of excitement, Zanotto brought the TikTok musical quaver logo to life and set it on an adventure across a monkey-bar style obstacle.
Besides exposure to the app via his eldest daughter, TikTok was totally new to him. “I have a stunning following of eight!” he joked at the start of the campaign. In just one day, Lucas' ident achieved 62 million impressions, 600,000 likes and 8,000 comments. He now has 70,000 followers.
TikTok statement: With the creative process being such an integral part of the TikTok community, we’re excited to see what the remaining 11 artists come up with and are proud to support the creative industry through this uncertain time. These commissions will provide much-needed commercial opportunities, by raising awareness and driving new audiences towards relevant work.