TikTok > The Tired Thumbs

On average, a person spends 6 hours and 37 minutes per day
in front of a screen - time enough to have an impact on sleep quality,
self-esteem, and even mental health.

As a global entertainment platform, we decided to act worldwide
and support our users to have some healthy fun off screen.

So, we created a campaign starring thumbs exhausted from scrolling,
and an in-app tool that allows users to control their screen time
by scheduling breaks, sleep reminders and showing their usage report.

The animation was cocreated with Danny Casale, a TikTok hit maker,
and the song tapped into a nostalgic trend by parodying
one of the 80's greatest hymns:
Cindy Lauper’s Girls Just Wanna Have Fun.

My Role: Creative Director