TikTok "Chin up" (in-house)

TikTok looks back on a tough year with a campaign featuring Idris Elba, Maya Jama and Gordon Ramsay.

In light of the atrocity that was 2020, the campaign utilises TikTok's popular "Point of view" challenge (which saw people reflect on life from their front facing camera) to highlight the endurance of platform users throughout the coronavirus pandemic. It ends as narrator Elba looks forward to 2021.

The work was created by Harry Wilson and Louisa Saddington, and directed by Zac Ella through Agile.

TikTok launched its first TV campaign, "A little brighter inside", in May, with appearances from Little Mix, Tom Daley, Tinie Tempah and Gordon Ramsay.


Brand marketing manager, UK & EU / creative lead
Creative strategist / creative lead
Head of marketing
Head of brand & partnerships
Production company
Executive producer
Client lead
Lead VFX and edit
Sound design & music edit
Post production

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