From the release:

TikTok recently launched its new augmented reality (AR) development platform Effect House to much acclaim, allowing users to create hundreds of special effects that can be shared with the entire TikTok community.

Since its launch on April 12, more than 1.6 billion new creators and 600 billion unique visitors are using Effect House. So how did TikTok disrupt the status quo and engage users so quickly?

To herald this evolution in storytelling technology, the company enlisted creative production company Psyop to assemble a team to help bring the power of these new tools to life. Psyop’s first stop was to recruit Bluedog Design for research, data intelligence, and developing a messaging strategy to hook into consumer igniters.
 

“The team’s vision was to inspire artists with the new potential to express their creative selves to the fullest.”

 
Next was to enlist Emmy award-winning animation studio Golden Wolf to lead production of a launch film meant to intrigue the target audience with the visual capabilities of the platform and inspire “switchers” to use the new platform that has one key feature that no other platform has: TikTok’s billions of creators and distribution algorithm.

Golden Wolf, led by ECD Ingi Erlingsson and director Stefan Falconer, crafted its approach around the diversity of TikTok’s platform.

The studio corralled dozens of animators and content creators from around the globe and integrated a variety of animation styles researched from existing content on the app. The team’s vision was to inspire artists with the new potential to express their creative selves to the fullest.
 

 
Client: Tiktok

Production: Golden Wolf
ECD: Ingi Erlingsson
Director: Stefan Falconer

Creative Strategy: Psyop

Market Position: Bluedog Design