TikTok's first branded mini-series: a 10-episode game show to find the next face of the brand.
ClientOne Size Beauty × TikTok
RoleCreative Director & Social Media Manager, CreatoRev
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, on camera, to become the brand's next face. The show was only as good as the people in it. I ran casting and talent through CreatoRev.
What I did
I found, reached out to, and cast about 30 candidates myself, then narrowed to the six who carried the show, each one chosen for how they fit the brand's point of view on bold self-expression and inclusivity. Two nights before filming we still had spots to fill, so I closed the final casting in 48 hours: calls, DMs, interviews, and a hard read on who was right for the brand and the mission. On set I owned talent from arrival to wrap: prepared, on time, looked after, confident on camera, and managed as a relationship before, during, and after the shoot. I also supported the behind-the-scenes content strategy, UGC-style video and b-roll, and brought in extra crew for cinematic BTS.
Why it worked
Casting was the campaign. The right six people made the show worth watching, and the show made the launch feel like an event instead of a post. The winner was chosen live by Patrick Starrr and the One/Size team during the show, not pre-selected, which is why it read as real and why it landed the way it did.
The result
TikTok's first branded competition series. The winner earned a modeling contract and was featured at Ulta and Sephora, from a cast I built in two days.
