Culture Drivers ‘21

TikTok stars are as much household names as the brands they partner with, and they created some of the biggest cultural moments in 2021.

This project highlighted 14 of TikTok’s most-watched collaborations between creators and brands in a series of videos and portraits led by celebrity director & photographer Carlos “Kaito” Araujo. Finally, a limited-edition coffee table book cemented their stamp on internet history.

The Culture Drivers campaign went on to become an evergreen podcast discussing TikTok’s most exciting marketing efforts.