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.

We identified emerging TikTok trends and wrote original content featuring the two established characters the Doctor (Will Green) and Lil’ Sweet (Justin Guarini) to promote the product launch of Dr Pepper & Cream Soda and Diet Dr Pepper & Cream Soda. These social spin-offs supported the client’s greater “A Delicious Duet” broadcast campaign.