TikTok's first branded mini-series: a 10-episode game show to find the next face of the brand.
ClientOne Size Beauty × TikTok
RoleTalent casting and management, BTS content strategy
Year2024
LocationLos Angeles
The brief
To launch an all-inclusive foundation line, One Size partnered with TikTok on something the platform had never hosted: a branded competition series where real contestants competed to become the brand's next face.
What I did
I led all talent casting and management from start to finish, making sure every creator fit the brand's point of view on bold self-expression and inclusivity. During production I ran talent logistics and on-set needs, and supported the behind-the-scenes content strategy: UGC-style video, b-roll, and hiring additional crew for cinematic BTS.
Why it worked
Casting was the campaign. The right people made the show worth watching, and the show made the launch feel like an event instead of a post.
The result
The winner earned a modeling contract and was featured at Ulta and Sephora. A full-funnel launch disguised as entertainment.
