Group Hug | TikTok
creative director | director
In January of 2022 I began my longest and most informative project to date, crafting an editorial channel for TikTok with the goal of educating brands and agencies on how to get the most out of the platform. I allowed myself to fall into a deep TikTok-shaped rabbit hole, throwing myself into becoming a creator to understand the audience and the algorithm. In the process my own TikTok channel grew an audience of more than 100k followers in four months, and Group Hug has become a destination for stories of brand successes on TikTok. It’s the first project I’ve worked on where I’ve been able to marry content and strategy, with complete creative control over the user experience. Here’s a collection of some of our favorites.