The Ripple Effect - TikTok Brand Campaign, 2025

TikTok had a trust problem. Parents. Skeptics. People who had never opened the app but had already made up their minds about it. Our brief was clear: close the trust gap, and reposition TikTok as a platform for discovery, learning, and community.

The Insight
The proof was already on the platform. Deep in the comment sections, real people were describing in their own words how TikTok creators had taught them something, changed a habit, or made them feel less alone. The ripple effect wasn't a concept we invented. It was already happening every day. We just needed to show it.

Role
As Brand & Creative Director, I led the campaign from brief to screen. That meant finding the insight, shaping the creative strategy, hand-picking the creators, and bringing leadership along on the vision. I worked cross-functionally with marketing, media, product, and Trust & Safety teams to align the creative direction, and directed the work with our agency Pereira O'Dell across TV, social, OOH, and IRL events.

The Idea
We let the community speak. From an audit of over 100 creators, we narrowed to three whose impact was undeniable: Bo, a dad teaching life skills to younger generations. Mrs. Kelly, a teacher making learning feel alive again. And Morgan, a book lover who turned a solitary habit into a living community.

The Execution
Working with agency of record Pereira O'Dell, we created an emotional, deliberately unpolished documentary-style campaign that showed creators as they actually are, and gave equal presence to the users whose lives they had touched. To reach skeptics, we took TikTok off-platform and into the most trusted cultural spaces in America: NFL broadcasts, the Macy's Thanksgiving Day Parade, in addition to Meta, Reddit, and Pinterest.

The Results
The campaign became the most successful brand campaign in TikTok's history targeting non-users. We saw an increase in app downloads, significant perception gains among parents of teens, and double-digit lifts in the belief that TikTok helps people learn and promotes healthy habits. The in-app component drove over one million incremental visits to the Family Pairing feature page, a tool that allows parents to link their accounts to their teens' to shape their experience on the app, turning brand trust directly into product adoption.

Global branding for 21CF

21st Century Fox is one of the world’s leading media and entertainment companies in the world, spanning 6 continents, reaching more than 1.8 billion subscribers in approximately 50 local languages every day. With a portfolio including 20th Century Fox, FX, National Geographic, Star India and SKY, 21CF is home to great stories and iconic characters.

Villain or Legend? I based the overall creative strategy, concept development, and copywriting on Castro's controversial and conflicting world figure. The marketing campaign aired on the American Heroes Channel and on Discovery Networks International’s factual channels in more than 220 countries. 

Channels: AHC; Discovery LATAM; Discovery Networks International; Media: On Air, Digital.
Year: 2015 

Genre: Unscripted.

In-house production, editing and design by The Discovery Agency.

Full list of credits on my Vimeo page.

Investigation Discovery’s two-time Emmy-winning series, "A Crime to Remember", showcasing the most compelling crimes that shook the nation during the 1950s and ‘60s.
As consultant Creative Director, I came up with the concept “The Crimes that Defined our Times” that ultimately drove the campaign creative direction, and participated to the design/art direction pitch to launch “A Crime to Remember” season 3 in the U.S. and Europe.

Channels: Investigation Discovery; Discovery Networks International. Media: On Air, Digital.
Year: 2015

Genre: Unscripted.

In-house production, editing, and design by The Discovery Agency in collaboration with Imaginary Forces.

Chef Rubio tours Italy from top to toe, with his trusty kitchen trailer, with a single mission: find the legends of street food in any city and challenge them in an extreme culinary competition. But he won't be visiting the tourist hotspots. Rubio will explore the darker side of Italy, journeying down disreputable alleys, streets and markets where he will meet a variety of interesting and questionable characters. As he journeys along he will taste everything on his path, exploring how extreme places result in great tasting food. Each episode will conclude with the intrepid host searching for an extreme street cook to challenge in an unforgettable cooking contest.

Genre: Unscripted.

Full credits available on my Vimeo page. 

Can you imagine the four Top Gear protagonists in a James Bond adventure? Dmax and Discovery Channel Southern Europe present "Top Gear Bond Special", a one-off program to celebrate the 50th anniversary of the most well loved spy of all time. As the Channel's Brand and Creative Manager, my directions was to have an animated Bond-ish story without cuts, with an original music composition that fans could recognize as the Top Gear theme in the infamous Bond style. I outsourced this 30 second masterpiece illustration to motion design studio Nerdo Collective, and it received tons of press and nominations at the PromaxBDA Europe and PromaxBDA Global Excellence Awards 2013 as Best Design in Promotion, Best Special Event Promotion and Best Use of an Original Composition in a promo.

Full credits available on my Vimeo page.

In honor of Italy's Labour Day, Dmax Italy celebrated the everyday worker, eating against the clock like Adam Richman (Man vs. Food) can be real work. The channel' heroes are portrayed in constructivist posters, evoking images of the stereotypical Soviet propaganda. This amazing masterpiece won a Silver award as Best Art Direction & Design spot in the "special events" category at PromaxBDA 2014 Global Excellence. Concept, writing and visual strategy by the Discovery in-house creative team, illustrations, animation and direction in collaboration with the motion studio Ditroit.

Full credits available on my Vimeo page.

Check out how football and physics have something to share. Discover the science behind football. "How Football is Made" is a Southern Europe local production by Discovery Communications. 

I had the honor to conceive, write and subsequently develop this project with ILoveCut, and it earned me a Rocket Award and a Silver Award at PromaxBDA World Gold in 2011 as Best Program Campaign.

Please scroll below to watch the subtitled version.

"Nat Geo Music Earth Day" is a big music event championed by National Geographic. The concert was held in Italy, aired live on the Nat Geo Music Channel and streamed worldwide on nationalgeographichannel.com. The creative campaign brought 400,000 people onto the streets of Rome and millions of viewers watched the concert on air on Nat Geo Music Italy and online worldwide.

As the writer-producer responsible for the Nat Geo Music network promotion, I created, wrote and coordinated the integrated creative campaign that saw big World Music performers, such as Ben Harper & Relentless7, NNeka and Bibi Tanga, live on stage.

The creative campaign got a Gold Award at PromaxBDA Global Excellence and several nominations at the New York Festival in 2009.

Genre: Live event.