Creative / Producer / Videographer / Video Editor

Most brands chase TikTok trends. e.l.f. wanted to own them.

THE BRIEF: Stay the biggest Gen Z makeup brand in the world by becoming the #1 entertainment brand on TikTok.

MY TAKE: Built a custom creative team for e.l.f. dedicated to mining TikTok trends in real time and turning them into reactive content fast. Paired that with a steady conveyor belt of scroll-stopping product content, mixing in-house creators with a roster of elf-level talent.

THE RESULTS:

📈 15 million views

💬 500,000+ interactions

🚀 +356% follower growth