TikTok World
TikTok / 2022
Produced at TikTok
Role: Designer/Animator
The team at TikTok invited me to help animated a video for the "TikTok World" conference. The video is a dynamic and visually stunning showcase that seamlessly combines kinetic typography and vibrant 2D animation. The narrative unfolds through a mesmerizing dance of words and visuals, with kinetic type taking center stage to convey key messages and highlights. The video celebrates TikTok's global community by featuring influential trends, challenges, and creators, all brought to life with lively 2D animations.
The synergy between kinetic type and animation creates a visually engaging experience, amplifying the energy and excitement that define TikTok. The vibrant color palette and fluid transitions contribute to a lively and immersive journey through the diverse and creative landscape of TikTok World, leaving conference attendees inspired and immersed in the platform's dynamic spirit.
Design Process
The design workflow at TikTok comes as a little new to me as I’m not used to designing for 9x16 formats but it was a fun creative challenge to be working in a limited composition.
The video was purposed to be an energetic sizzle that would be shown at the TikTok: World conference, so it was critical that the video would be readable yet captivating throughout.
Kinetic Text
We wanted to use kinetic text to make sure the copy was the main focus. Kinetic typography allowed us to highlight different lines of copy with fast-paced editing while using a dynamic soundtrack that would cut to the copy.
It was hard to not be repetitive with kinetic text treatments so we started experimenting with how we could use z-space to create some cool parallax and contrast to the flat graphic approach that we already established.
UGC
A huge part of what makes TikTok are the content creators. We created the Creator Marketplace to help creators built and manage their community in a much easier way.
As a result, we knew it’d be critical to sprinkle UGC assets over the video. The unique personality that each content creator holds was so crucial into making this sizzle feel on-brand with what we're creating at TikTok.
UGC Treatment
Credits
Produced at: TikTok
Creative Direction: Josh Young
Producer: Jen Pincus
Designer/Animator: Wesley Phung