How top creatives made TikToks not ads, revealed in episode 2

The three-part initiative, which launched a few weeks ago, when creatives – Digitas’ chief creative officer, Emma de la Fosse; VMLY&R New York executive creative director, Harsh Kapadia; and Grey London’s creative directors Aaron McGurk and Chris Lapham – received intense tutoring from various TikTok stars on in-app tools and features, including voice effects, transitions, effects and filters. Each of the creatives then went on to interpret various famous adverts, reflecting creativity and self-expression that TikTok has become synonymous with.

TikTok Tutorials are now available to the industry, and in 6 bite-sized tutorials hosted by Sophie Haboo, TikTok Creators and in-house experts you can learn everything you need to know about creating for the platform, get in touch with TikTok for Business to sign-up today.

It’s never been easier to TikTok

Lessons on how to create TikToks were delivered by Grey’s creative/art director Fong Ong; Grey creative Thomas Carver; Digitas UK’s copywriter Denit Rozner; and Digitas’ art director, Mimi Chan, who use the app regularly for inspiration, discovery and entertainment.

With instructions on how to use the app, the TikTok creatives soon got them up to speed with the plethora of effects and filters found in the app and the powerful editing suite.

Denit who champions the capabilities the app says “Transitions are a really really cool way in which you can edit your own film without having to use an external app or editing program.” Starting with the basics, Thomas and Fong cover the breadth of effects in their tutorial “If you click on the effects button you can scroll through them, there’s absolutely tons of things going on,” says Thomas.

The explanatory videos - shot over Zoom from each creative’s home - tap into some of the current trends captivating audiences on TikTok, such as epic dance choreography, 3D effects and using the green screen background to pretend you’re somewhere else. The creatives were shown the importance of adding sound to their TikTok videos, as well a brief overview on how to edit on the app to make sure their videos stood out and get discovered by TikToks global community.

“It’s amazing the amount of stuff you can do on TikTok,” says de la Fosse. “It’s such an amazing tool; it’s incredible. Thank you Denit and Mimi for taking us through it.” Kapadia agrees, “There’s a lot of fun stuff available on TikTok; it’s all about how you use it.”

Episode two in the series recaps these lessons, with some clear takeaways for anyone looking to emulate their learnings.

The challenge continues

The first episode in the Don’t Make Ads, Make TikToks series saw The Drum’s consulting editor, Sonoo Singh, introduce the challenge before sharing the completed TikTok videos from the participating senior creatives.

Kapadia reworked his Kleenex ad, Sneeze of Shame; while De la Fosse recreated her favourite ad, Tiny Dancer for John Lewis. Creatives McGurk and Lapham entered a joint effort, reinterpreting their Honda campaign, Hands – all of which can be viewed here.

“That looked like a lot of fun” says Sonoo of the tutorials. “In the final episode, you get to meet TikTok and The Drum who judge the work and you will also find out The Drum reader’s favourite work. So, do join us then.”

The next and final episode in the series – out soon – will crown the winner of the challenge as chosen by readers of The Drum and will gather teams from TikTok’s Creative Lab and The Drum to discuss their favourite entries.

Sign-up to receive your own TikTok Tutorial from TikTok for Business here and head to @dontmakeads on TikTok to see more reimaginings of your favourite classic ads.