Philips

TikTok new channel test

To reach a different audience required a shift in approach to ensure the message resonated authentically, all while working with a limited budget. With this constraint, the options were to either repurpose existing assets or create new ones in a creative and cost-effective way. To fit naturally into the fast-paced, creative environment of TikTok, we opted to transform our messaging, steering away from traditional, polished content. Instead, we focused on leveraging what we already had and reimagining it to match the platform’s vibe—crafting relatable, entertaining, and bite-sized content that felt organic. By embracing trends, humor, and user-generated styles, our message seamlessly blended into TikTok’s dynamic feed, making it feel like a genuine part of the user experience without the need for expensive, high-production resources, achieving great results.

Role

Creative Direction, Art Direction

Client

Philips

Team

TBWA/X Philips central hub

Type

Content Creation, Social Media Campaigns, Ad Design, Branding & Visual Identity, Community Engagement

 © Pedro Girão 2025