For the 2024 Cannes Lions International Festival of Creativity, TikTok had the opportunity to reinforce its position as the leading platform for creativity and cultural connection. As Design Director, I led the creative strategy and execution for TikTok’s presence, shaping an immersive, design-forward experience that highlighted TikTok’s value as a hub for innovation and engagement. TikTok ignited the global stage at Cannes at the historic Carlton Hotel, redefining how brands, creators, and audiences intersect. By championing the spirit of cultural innovation and creative storytelling, TikTok’s presence inspired thousands to explore the limitless possibilities of the platform and drove revenue and awareness for our business facing ad and marketing products.
“There are a lot of digital brands that are trying to make a physical experience, and Cannes is such an important place to do it. You have one shot to make a first impression and you have to deliver for this audience.” - Craig Million Global President of Jack Morton
As the design director on this experiential project, my creative goal was to create a captivating, visually cohesive presence at Cannes Lions that would not only attract attendees but also differentiate itself in a highly competitive environment. By positioning ourself as a dynamic force in cultural trends and creative storytelling with inspiring product anchored creative activations, TikTok sought to stand out amidst other major players and establish itself as the definitive platform for modern creativity. From our swag to our messaging and programming plan, the vision of TikTok as the new space for entertainment and commerce was at the center, and this required seamless coordination between design, marketing, and product teams to craft an experience that resonated with global marketers, agencies, and creators alike while building on the success we have had here in previous years. I worked with our talented team of in house designers to push our production partners Jack Morton to understand and execute around our brand ethos. To elevate TikTok’s presence, we hosted an unforgettable seaside celebration at the stunning L’Ecrin venue in partnership with Adobe as well for our afterparty. Guests danced the night away to electrifying sets by Tinashe, Mr. Eazi, and Inji, while indulging in a curated selection of food and cocktails after a long day at our Carlton HQ.
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The Cannes Lions International Festival of Creativity, our industry’s largest annual gathering, brought together over 15,000 attendees in the vibrant city of Cannes, France. These influential conversations held throughout the week have a profound impact on how media agencies and brands allocate their ad budgets for the remainder of this year and next.
With a mission to demonstrate how marketers can achieve Return on Creative and inspire investment on the platform, TikTok’s presence received more recognition from the industry than ever before. TikTok engaged over 6,000 industry leaders and decision-makers from 29 verticals through over 1,200 T2T interactions and 50+activations (thought-leadership panels, networking events, installations) further cementing its place as a key player in the advertising world.
As Design Director, I shaped TikTok’s visual identity at Cannes Lions 2024, crafting a design-forward narrative that resonated with a global audience. From ideation to execution, I ensured every visual element aligned with TikTok’s ethos of community-driven creativity.
My vision for the Viz ID was to create a space that feels both immersive and elevated—where TikTok’s unique adaptability mirrors the experience of stepping into a living, breathing art installation. The design pulls inspiration from the exterior, transforming it into a lux, upscale interior aesthetic that plays with shadow, perspective, and repetition to bring the space to life.
Navigating through the environment, visitors are met with an ever-evolving tapestry of visuals—color-blocked meeting areas, dynamic reverberations, and creative echoes—that encourage brands to see their objectives from fresh angles. Creatively this manifested with our parametric exterior panels that felt like they echoed the ripples of pop culture and trends on our platform, but also nicely reflected the waves of the crystal blue beach water close-by.
This physical metaphor captures TikTok’s role as an all-in-one solution, offering tools like scripts, trends, sounds, and editing templates to showcase every angle a brand looks good from. It’s not just a space; it’s a creative playground that reflects TikTok’s essence, where continuous iteration and innovation are celebrated at every turn.
I led the conceptualization of immersive spaces and interactive installations that bridged creativity and technology. Through art direction and a commitment to detail, I aimed to create visual stories that captivated attendees and reinforced TikTok’s cultural relevance. Collaborating with multidisciplinary teams, I translated strategic objectives into impactful, scalable design solutions.
From the vibrant TikTok Garden to the dynamic Fit Check Activation, every element was meticulously designed to evoke TikTok’s unique blend of joy, innovation, and connectivity. These activations seamlessly integrated global cultural trends with visual storytelling, creating a cohesive experience that left a lasting impression on the Cannes Lions community.
My approach blended aesthetics with functionality, ensuring every aspect of TikTok’s presence reflected its mission to inspire and empower creativity worldwide. This meant focusing on details, like turning our brand voice and stickers into physical coffee tables in our seating vignettes as well as
TikTok’s presence at Cannes 2024 was a vivid celebration of creativity and cultural trends, brought to life through immersive activations that connected and captivated attendees. Each element of the execution reflected TikTok’s ethos of sparking joy, empowering creators, and driving cultural conversations. For instance, our photobooth activation was based around the idea of a fitcheck where attendees were invited to experience the bespoke boutique vibes of the carlton in a quick fashion showcase.
The TikTok Garden served as the vibrant heart of its presence, drawing thousands with daily Frosé Soirées, interactive product showcases, and engaging programming. Fit Check Activation provided an irresistible photo-op, where nearly 2,000 participants created personalized moments, while Creator Workshops empowered nearly 300 attendees with new content creation skills. In client engagement spaces, over 1,300 strategic meetings unfolded in elegantly designed suites and terraces, fostering meaningful connections.
Collaborating closely with TikTok’s Global Marketing and Product teams, we spotlighted groundbreaking tools like TikTok Symphony. Shaping the design narrative and integrating these innovations into our Cannes activations offered attendees a firsthand look at the platform’s ability to elevate creative expression. This partnership underscored the intersection of technology and culture, ensuring the tools resonated with a diverse global audience.
To amplify TikTok’s voice within the creative community, I oversaw the coordination of over 40 executive-led speaking opportunities. Working closely with leadership, Ryan Hague and our copy team crafted narratives that showcased TikTok’s groundbreaking impact while visually aligning these engagements with the broader design framework established for Cannes Lions 2024. Each session became a compelling testament to TikTok's role in shaping the future of storytelling.
These sessions were meticulously aligned with the overarching design framework I established for Cannes Lions 2024, ensuring a seamless integration of visuals and messaging. Each panel addressed key themes of cultural relevance, innovation, and the transformative power of TikTok, serving as a testament to its role in redefining creative expression and industry engagement. Each session became a compelling testament to TikTok's role in shaping the future of storytelling.
Engagement soared with over 5,400 onsite check-ins and 8,600 pre-registrations, complemented by 1,125 media mentions and over 5,400 social engagements. A 27% increase in client meetings solidified TikTok’s stature, while participant feedback highlighted its inspirational role. One executive lauded the activations as "a masterclass in blending creativity with strategy," echoing the project’s alignment with TikTok’s goals.
TikTok’s Cannes Lions 2024 experience was a masterclass in the fusion of design, culture, and storytelling. From the moment attendees stepped into the activation, they were enveloped in an environment that seamlessly married TikTok’s unique brand identity with a cutting-edge design ethos. Every detail—from the conceptual framework to the immersive visuals and interactive installations—was carefully orchestrated to not only tell TikTok’s story but to do so in a way that resonated deeply with the creative community. This wasn't just an event; it was a narrative-driven experience that reflected TikTok’s commitment to innovation and connection.
Every element of the activation was meticulously curated to amplify TikTok’s narrative and establish a lasting resonance with its audience. The use of dynamic, evolving design elements mirrored the fluidity of TikTok’s platform, where creativity and storytelling continuously unfold in new and unexpected ways. Meeting rooms, visual motifs, and collaborative spaces showcased how brands and creators can use TikTok to explore new angles and perspectives, transforming ideas into impactful campaigns. These elements weren’t just visually striking; they were a physical embodiment of TikTok’s all-in-one creative solutions.
This initiative highlighted the transformative power of integrated design in building brand identity and fostering meaningful engagement. By creating a space that encouraged exploration and collaboration, TikTok bridged the gap between its digital platform and the physical world, demonstrating how creativity thrives at the intersection of these domains. Attendees were not just passive observers; they became active participants in TikTok’s story, forging connections and gaining insights into the platform’s capabilities in a tangible and memorable way.
It marked a defining moment for TikTok, reshaping its interaction with the creative community. By showcasing its adaptability and commitment to cultural relevance, TikTok positioned itself as more than a platform—it became a creative partner for brands and agencies looking to connect with global audiences. The Cannes activation solidified TikTok’s role as a trailblazer in the industry, highlighting its ability to merge storytelling, design, and community-building into a cohesive and impactful experience.
The experience was anchored by dynamic creator workshops that brought the platform’s creative energy to life. These workshops were designed to empower brands and agencies with hands-on opportunities to collaborate with TikTok creators—those who define trends, build communities, and shape culture on the platform. Through guided sessions, participants gained insights into the creative process, from ideation to execution, learning firsthand how to harness TikTok’s tools and storytelling techniques to craft compelling, authentic content.
Each workshop was tailored to showcase the versatility and adaptability of TikTok’s platform. Attendees explored trending formats, editing techniques, and sound design, all while working side-by-side with TikTok’s top creators. These sessions were not just about learning but about fostering partnerships that could translate into long-term creative collaborations. By the end of each workshop, participants left with actionable strategies and real-time content ideas that could be seamlessly integrated into their campaigns, making TikTok not just a platform but a creative partner for growth and innovation.
We curated an exclusive private dining experience for the C-suite in the Carlton Garden space, blending elegance, sophistication, and the essence of TikTok’s brand identity. The Viz ID was seamlessly integrated into the setting, with thoughtful design elements that elevated the ambiance while reinforcing TikTok’s narrative. Custom lighting, inspired by the platform’s dynamic and adaptive nature, created a warm yet modern atmosphere, while subtle branding, including etched glassware and projection mapping on the garden walls, echoed the visual motifs of the activation.
Every detail, from the color palette to the table settings, embodied TikTok’s ethos of innovation and creativity, ensuring the space felt both luxurious and aligned with the overarching vision. This cohesive design not only enhanced the dining experience but also served as a reminder of TikTok’s commitment to thoughtful storytelling and immersive engagement. Even our swag station was something attendees could only get rewarded with if they picked up a pin from each of our product activation sections.
To elevate the attendee experience at Cannes Lions 2024, we curated a collection of premium swag items inspired by the Cannes beachside aesthetic. Custom TikTok hand fans, sleek neck fans, and portable mini speakers were designed to keep attendees cool and connected, blending practicality with style. Water bottles and totes, adorned with subtle TikTok branding and beach-inspired visuals, provided functional yet fashionable keepsakes that attendees could use throughout the event and beyond.
From the immersive Viz ID to the thoughtful integration of interactive spaces, each element was designed to engage, inspire, and leave a lasting impression. Leading this effort required balancing big-picture vision with meticulous attention to detail, ensuring that every touchpoint reflected TikTok’s unique identity and mission. This role not only pushed me creatively but also solidified my belief in the power of design as a strategic tool for connection and impact.
Our top-to-top meeting rooms were designed as intimate, welcoming spaces where the sales team could engage in focused, targeted conversations with specific clients. Every detail was curated to foster dialogue and collaboration, from comfortable seating arrangements to a warm, inviting aesthetic. Shelving units displayed trending TikTok products, creating an interactive showcase of the platform's influence on consumer behavior. Witty references to iconic pop culture moments from TikTok added a playful, relatable element, reinforcing the platform’s cultural relevance. These spaces seamlessly combined professionalism with creativity, ensuring that each meeting felt personal, engaging, and uniquely TikTok.
Cannes Lions 2024 was more than just an event; it was a defining moment for TikTok as a global creative force. The activation showcased our ability to blur the lines between digital and physical experiences, engaging attendees in ways that were both meaningful and memorable. From the creator workshops to the exclusive C-suite dining experiences, every aspect reinforced TikTok’s position as a leader in innovation and storytelling. The results were clear—tangible business outcomes, elevated brand perception, and a deeper connection with the creative community. For me, seeing attendees interact with our spaces, share their excitement, and walk away inspired was a testament to the power of thoughtful design and collaboration.
To extend TikTok’s presence further, we created an unforgettable party by the sea, at the stunning L’Ecrin venue, in partnership with Adobe. Guests partied through the night to sets by Tinashe, Mr.Eazi and Inji, whilst enjoying a curated food menu and cocktails. It wouldn't be a TikTok event without some sound on opportunities and a little concert to tie a bow around everything. The design work blended seamlessly with Adobe's brand architecture as we infused our visuals with stage performers tour visuals and more.
Key Collaborators: Joy Seet, Mike Hinson, Ken Liew, Tracy Llewyn, Parris Pierce, Dana Viltz, Alainna Schiano, Hamilton Tamayo, Ishaan Mishra, Tracy Llewellyn, Yvette Banks, Matt Steele, Dwight Holden, Lauren Lewis, Josh Young, Tiffany Green, Ryan Hague, Lizzy Pettigrew, Cameron Colan
Tools: Adobe Creative Suite, After Effects, Figma, Cinema 4D, and Sketch.
Deliverables: Immersive installations, branded activations, co-branded workshops, executive speaking engagements, and integrated design narratives.