I Am One With the Sauce
Brief
Introduce Chipotle’s new Cilantro-Lime Sauce to TikTok audiences in a culturally relevant and entertaining way.
Concept
Inspired by TikTok’s obsession with wellness routines and daily affirmations, we pushed the trend into absurdly hyperbolic territory. Gong sounds punctuate every affirmation and mundane act of self-care, building toward the ultimate moment of alignment: completing the ritual with Chipotle’s Cilantro-Lime Sauce.
Noticing Blue - When the audio changes, the world changes with it.
Brief
Introduce JBL headphones on TikTok through a concept that demonstrates the immersive power of audio.
Concept
I created a first-person TikTok centered on an audiobook about the color blue. As the listener moves through their day, they begin noticing blue everywhere, from ordinary objects to unexpected details in their surroundings.
The concept shows how seamlessly JBL draws listeners into their audio content, allowing the story to shape the way they experience the world around them.
Part of Every meal
Brief
Show Coke Zero as a fun and creative addition to everyday meals through a TikTok-first concept.
Concept
I directed a first-person POV TikTok, exploring the feeling that a meal is not quite complete until it has the right drink pairing. Featuring cuisines from around the world, the video positions Coke Zero as the finishing touch that fits effortlessly alongside any meal.
The reflective voiceover was performed by my creative partner, Ramya.