TikTok VidCon 2023
- Lead Creative Strategist

At VidCon 2023 in Anaheim, California, I served as the creative strategy lead for TikTok, working closely with the creative design and production teams to bring three dynamic activations to life. TikTok tasked us with capturing the vastness and diversity of its platform, and we conceptualized the TikTok Galaxy, a multidimensional experience where guests could explore various niches within the app.

1. TikTok Galaxy VIP Creator Lounge

Our first activation was an exclusive retreat for top creators, located at the Hyatt. This VIP Creator Lounge was designed as an oasis from the bustling convention, offering a space to unwind with curated music, catered food and drinks, and interactive experiences. A stargazer lounge added a thematic touch, providing creators a relaxed yet vibrant environment to recharge and connect. My role in leading the creative strategy ensured the space reflected TikTok's celebratory nature while still offering high-end comfort.

2. TikTok Galaxy Creator Lounge on the Convention Floor

For the broader VidCon audience, we created a hybrid booth and lounge on the Creator Track floor of the convention center. Known as the TikTok Galaxy Creator Lounge, this activation invited guests on an interactive journey through TikTok's features, including Effect House, Live Shopping, TikTok Creator Marketplace (TTCM), and TikTok EDU. Through close collaboration with production, we crafted a space that blended education and engagement, where attendees could explore how these tools help creators succeed.

3. Closing Takeover at the Train Station

To close out VidCon, we transformed a local train station into an unexpected experience with a takeover event featuring a live performance by DJ Hunny Bee. This activation brought TikTok’s energy into the real world, turning an everyday space into a live party. It encapsulated the spontaneity and creativity of TikTok, blending physical and digital spaces in a way only TikTok could.

In my role as creative strategy lead, I collaborated closely with the design and production teams to ensure each space reflected TikTok’s vibrant, creator-centric ethos. These activations helped cement TikTok’s presence at VidCon, reinforcing the platform as a space where every creator can shine​.