In The Mix

TikTok In The Mix was TikTok's first ever global music festival, broadcast worldwide from Mesa, Arizona, with performances by artists including Anitta, Cardi B, Niall Horan and Charlie Puth. The project required a motion language capable of carrying the energy of a live music event across every stage of the experience, from social content and digital communication to OOH, artist assets and the screens inside the event itself.

During a global live music event, motion needed to do more than decorate the experience. Rhythm, typography, color and movement became the core of a flexible visual language, carrying the festival's energy across social content, digital communication, OOH, artist assets and screens inside the venue. With more than 300 animated assets delivered in two months, the craft had to remain expressive, scalable and consistent before, during and after the event.