TikTok Effect House

Project Overview

Creative effects are part of what makes it so fun to create on TikTok. To expand what's possible with effects, TikTok created Effect House - a powerful AR tool that makes it easy to create, publish, and share high-quality augmented effects for TikTok. The goal of the project was to create a visual identity that reflects the dynamic and immersive AR tool, use various marketing strategies to build awareness for the tool, and develop a branded design system to culminate in the beta launch of Effect House. Overall this project was a huge collaboration between the Creative Studio, Web, Multimedia, Product, and Product Marketing teams.

TimeLINE: 6 Months

Role

Design Lead/Lead Art Director

Art direction, high-level concepting/storyboarding, & overall visual identity development. Crossfunctional collaboration with product, web, and multimedia teams in product road mapping, visual design, and campaign launch.

TEAM & partners

Jiacheng Yang - Product Design & 3D Design

Alex Flores - Web Design

Leslie Kosier - Design Ops/Project Management

Josh Covarrubias - Design

Product Team

Multimedia Team

Product Marketing Team

Logo & Visual Identity

The logomark was inspired by portals, a visual metaphor for infinite expression and a gateway to creativity. As an homage to one of TikTok’s core values, “Inspire creativity and joy”, Effect House houses creativity by empowering creators to build immersive and dynamic effects for TikTok's global community through intuitive design and development technology.

We worked with 3D designer & product designer Jiacheng Yang to bring the logo & colors to life in a 3D space:

ART DirecTion

As a platform that allows anyone to build Community Effects for TikTok, we wanted the creative direction to directly reflect its vibrant community. Simple black and white backgrounds paired with cutout photos, gradient linework, and bold typography, showcase Effect House as a vibrant, community-focused, dynamic, and expressive creative tool. Leveraging user-generated content and portals built from negative space, Effect House invites creators to imagine new frontiers for TikTok's effects universe, encouraging infinite possibilities through its platform.

PRoduct Views

WEB LANDING PAGE

View the full webpage here.

VIDEO Production & MoDELING

I worked collaboratively with our video and production crew as well as representatives from our product team to film shots for different views within the product. This was also my first time on the other side of the camera as an ambassador and model for Effect House.

Effect creators have already inspired a world of joy, creativity, and entertainment with the effects they have made throughout the early beta for Effect House—the closed beta started in the late fall of 2021. To date, more than 450 effect creators have published effects on TikTok, inspiring the creation of more than 1.5 billion videos and garnering over 600 billion views globally. Through the expansion of the Effect House beta, we're looking forward to seeing more of the world's creative builders develop engaging and exciting effects for our global community.