LG - Optimism Your Feed
Co-Director | Writer
TBWA and LG had an ambitious plan for TikTok: Create a playlist that would retrain a users feed to provide them optimistic content. I’d been playing around with the idea of retraining feeds for awhile, and before I even treated on the project I began testing it on my own account. After a series of tests, I found it actually worked. I could string together a series of videos that when watched together actually impacted and retrained my algorithm.
1st Ave Machine paired me with the absurdly gifted Em Cole and we worked side by side with TBWA and LG, hand picking content creators from around the world for both the launch video and the playlist, creating a global campaign that ran both online, television, and out of home, garnering 1.2 billion views in its first three weeks. It was also my first campaign to run in Times Square, which is cool, but I learned that when you grab a stranger and point at a billboard and say “I directed that!” they don’t particularly care.
