TIKTOK - FEED YOUR FEED
Make your feed all about you: TikTok’s new ad campaign trilogy presents how users can curate their perfect feed—with a touch of humour and a whole lot of personality.
CLIENT - Tik Tok
ROLES - Graphic & Motion Designer / Concept Artist
TOOLS - Adobe Photoshop / Illustrator / After Effects
CREDITS
Agency - Akcelo
Production, Post Production & Online - Tantrum Studio
(ABOVE) - Final concept art for “Cook” and “Cats” part of campaign
The Brief
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Working alongside the whole creative team at Tantrum, our studio took the creative lead in this playful campaign in the development from pre-production, filming, and post-production work. As part of the team I was involved in the full creative process, using my skills in illustration for the preliminary stages for all three storylines: Chef, Cat, and Soccer. Later on, my focus was shifted to the Soccer narrative, where both my graphic and motion design skills were used in animating game badges and points.
Storyboards
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My first task in this project was to illustrate storyboards for all three storylines. As our studio was leading the creative for the live action film as well, I worked closely with the creative director to create boards that can serve as an internal guide for filming production. One unique challenge faced in this project was the decision to work only with the 9x16 mobile format - which made the most sense creatively as TikTok is a mobile social media application. I had to make sure each scene could fit all the visual information we wanted to convey in a narrow space in an engaging way.
“ Chef ” Storyboards
(1-2)
(2-2)
“ Cat ” Storyboards
(1-2)
(2-2)
“ Soccer ” Storyboards
(1-2)
(2-2)
Another similar task I was given during was to also create concept art that would mock up specific scenes in the “Chef” and “Cats” storyline where there are floating items surrounding the characters. I illustrated which specific food / desserts would be floating during three Chef scenes and which cat items would be floating as visual texture in the Cat finale.
(From Left to Right) - 1. Pizza ingredients, 2. Cake toppings, 3. Chef finale, 4. Cat finale
Graphic Assets
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SOCCER BADGE DESIGN
(ABOVE) - Final badge designs
In this storyline, I designed a series of unique badges that appear each time the main character kicks a soccer ball into the air. My initial design iterations were inspired by the geometric simplicity of actual sports game badges, incorporating subtle values and shadows to achieve a semi-realistic aesthetic. The color palette was drawn from the vibrant cyan and red tones commonly associated with TikTok’s branding.
As the design evolved, I opted for a more minimalist approach, transitioning to clean graphic line art and dynamic gradient glows. The warm color palette was intentionally chosen to contrast with the cool-toned live-action footage, ensuring the badges stood out and became easily recognizable to the audience. This refined approach aimed to enhance visual impact while maintaining clarity and style.
(BELOW) - Preliminary badge design explorations
SOCCER BADGE ANIMATION
The badge animations were designed with simplicity in mind. Upon impact with the soccer ball, each badge scaled up and floated upward, exiting the frame. To achieve a more organic effect, the floating speeds and directions were varied. The timing was carefully adjusted—fast enough to maintain energy but slow enough to ensure each badge was clearly visible to viewers before disappearing.
Numbered points were added as a flourish, animating outward upon impact with the soccer ball. These were animated at a quicker pace, serving as a visual accent to enhance the badges. Since multiple points appeared simultaneously, the faster motion ensured they were visually cohesive and easy to process.
GAME TRANSITION SEQUENCE
This additional motion graphic was designed to transition smoothly from the soccer game scene to live-action footage of the main character holding a trophy. The initial concept featured bold abstract shapes and lines in the brand’s cyan and red palette, arranged diagonally to add energy and movement. As the project progressed, the design was refined into a sleek, minimalist line animation, delivering a polished and cohesive final transition that can be animated within a short amount of time.
(BELOW) - Preliminary transition graphics
(RIGHT) - Final transition animation