An ongoing body of work for TikTok for Business, built around a persistent tension: the platform drives sales it doesn't get credit for. Almost 75% of the sales TikTok influences are never attributed to it.

"You've Got It" is the through-line — a campaign platform that reframes performance measurement rather than arguing about ad spend. Where sales actually start isn't at the checkout. If you're only measuring the last click, you're measuring half of it.

I Creative Directed and Art Directed the full system: campaign assets, in-platform social, marketer playbooks, webinar and thought leadership formats, and a landing page architecture built for Contentful. The social films were mocked up using generative tools to pressure-test the idea before production — the shoots are imminent.