In 2019, before TikTok had become a mainstream marketing channel, my copywriter and I concepted and produced the agency's first TikTok campaign for Dr Pepper. Working from idea development through on-set execution (including helping teach the celebrity talent the renegade dance), I helped shape content designed specifically for the platform's emerging culture and creator-driven style. The project required advocating for an unproven channel internally and with stakeholders, ultimately helping establish TikTok as a viable platform for future brand campaigns.