TikTok, a window into cinema
Context
By 2023, TikTok was back at the Cannes Film Festival for the second consecutive year. However, the public perception of the platform had shifted. Initially dismissed as a low-quality entertainment space, TikTok was now facing a deeper criticism. It was seen by some as an app that was dumbing down society, prioritising virality over substance, and promoting creators focused only on selling products or repeating trends.
Challenge
How can TikTok reaffirm its legitimacy at the Cannes Film Festival while demonstrating its positive impact on the film industry and society?
Insight
TikTok is not just a platform for viral trends—it is a creative ecosystem where emerging and established talentsfrom the film industry share their craft and inspire new generations. From make-up artists and costume designers to actors, directors, and foley artists, TikTok is a place where these professionals demystify their work, spark curiosity, and ignite new passions.
While the big screen celebrates on-screen stars, behind-the-scenes creators often go unnoticed. Yet, their work is essential to the magic of cinema.
Idea
"TikTok, a window into cinema" is a campaign designed to shine a spotlight on the hidden talents of the film industry—the experts whose names appear in the credits we often forget.
By showcasing these creators - the people who bring cinema to life behind the scenes, TikTok proves its cultural value: it doesn’t just broadcast content, it nurtures talent, fosters discovery, and supports the future of cinema.
TVC
Creators' portraits
Role
Creative strategy, creative direction, copywriting, concepting, artistic direction, script writing, leading +5 creatives.