TiktokTikTok US
Senior Copywriter & Creative Lead · Prose on Pixels / Havas · 2023–Present
When Havas was pitching TikTok US, they brought me in as a freelance creative consultant to help win the RFP. We won. Then they brought me in-house to build and lead the creative function.
Prose on Pixels had no in-house copywriting department before I joined. I built it, establishing the creative standards, workflows, and editorial voice that now run across the agency's largest account. Since then I've owned day-to-day creative direction on TikTok US, led the design team, written and overseen briefs, and pitched major campaigns. It's a broad mandate by design: TikTok moves fast, the work spans formats and audiences constantly, and the creative bar is set by the platform itself.
Over the course of the engagement I've led or contributed to some of the account's most significant work:
Holiday Emporium
Holiday Emporium was a 360° brand activation at Grand Central Terminal, a live, shoppable, creator-powered shopping experience built around TikTok's commerce proposition. I developed the full campaign concept and narrative platform, presented directly to TikTok senior stakeholders, and shepherded the program from pitch through execution across 60+ brands, 150 creators, and 4,500 consumers. It generated 2.5x ROI, 49K digital gift guide interactions, $300K+ in direct revenue, and national earned media coverage, and gave TikTok a replicable playbook for future retail moments.
Small biz fest
Small Biz Fest Small Biz Fest was a concept I developed from scratch for TikTok's Small Business Month, a full campaign and live experience designed to help small business owners understand and activate TikTok's tools. I owned the idea from the ground up: the name, the narrative frame, the event concept, the messaging architecture, and the copy across every touchpoint of the campaign and onboarding experience. What started as a brief became a fully realized program with a distinct identity and a clear strategic purpose making TikTok feel accessible and essential to an audience that had every reason to be skeptical of it.
IGNITETikTok Ignite was a competition designed to inspire creators and brands to download and use TikTok's native creative tools. I led the campaign concept, positioning, and copy, building a program that made TikTok's own toolkit feel like a creative invitation rather than a feature announcement.
Playbooks
The Playbook Series was one of the more demanding and underrated bodies of work on the account: a dozen-plus industry and vertical-specific playbooks, each 100+ pages, walking TikTok's brand and agency partners through best practices, tools, and platform strategy. I wrote and led the creative direction across the series, work that required translating platform complexity into clear, actionable, brand-appropriate language at scale.
