Think you know TikTok? Don’t be so sure. While it may have started out as a lip-syncing app for teenagers, it now counts all sorts of weird and wonderful creators amongst its ranks. We picked some of the most interesting - like Chris, a farmer who loves to chat with his animals, Magic Singh a street magician and Grace a professional Mermaid - and used them to challenge non-users preconceptions of what TikTok is really about.
The ads ran online and across social platforms. We also commissioned photographer Sophie Wedgwood to capture some lovely stills, which featured in supporting editorial in places like Metro and the Huffington Post.