#EverythingTok inspires creativity for Ad Age Young Creatives contest winners

This year, the brief for Ad Age’s Young Creatives contest invited up-and-coming talent to share one community on TikTok that inspired or impacted their creativity. Instead, Patricio Gabarró and Marco García created a laundry list of them. In their winning video, the duo, who work as associate creative directors at FCB Newlink in Mexico—and are also cousins and roommates—performed an original rap song describing all the communities on TikTok they’ve learned and drawn inspiration from. Popular hashtags such as #MusicTok, #ComedyTok, #BreadTok and even #GymTok are named, with lyrics describing what the duo gained from each. @patex.mp3 #stitch the video of@TikTok for Business We hope you enjoy this as much as we enjoyed making it. (Sorry for the knock knock joke) @Ad Age @TikTok for Business #adage ♬ original sound - PATEX Gabarró and García told Ad Age they knew it was a slight digression from the brief, but said they were inspired by Ziwei Koh, last year’s winner, who strayed from the brief altogether. After all, when they sat down to brainstorm which community to talk about, they found it difficult to decide on just one. “ComedyTok is our thing,” Gabarró said, referring to the viral videos he and García have created in the past several years. “That was the obvious one, but we also do music. So I thought that was the most important one. [García and I disagreed] so I said maybe it’s GymTok, like we got fit through TikTok, or maybe it’s MovieTok, because that’s what cures our boredom some days. “All of them are helpful for creativity,” he continued. “And that’s where we found this gap in the brief.” Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns To create the video, García made an original music production and wrote the lyrics. Choosing rap as the genre was easy, he said, as they had a lot to say in a short amount of time. The first music sample was a bit too slow, so García sped it up. Gabarró wrote the jokes, including the “knock knock” joke that interrupts the skit with the analysis at the end of the video. From there, the pair recorded the song first. García then created a shot list in Excel that detailed what each scene should look like, using props they already had in their shared apartment. The pair relied on their experience making viral TikTok videos for their content while experimenting at times and shooting things on the fly for additional content. They strategically interrupted the introduction of the video stitch to build anticipation, for instance. “We had several things in the video that weren’t intended in the original script. That’s what’s fantastic about working with your best friend,” Gabarró said. While Gabarró was confident they would win, García didn’t want to jinx anything. But both agreed they would remain positive and manifest a trip to Cannes (the contest’s grand prize). “Everything you do is a first step for something more,” García said. “We are still making videos; we still want to make music. This is just another step.” This year’s Young Creatives contest is the second sponsored by TikTok. Previously, the contest asked entrants to design a cover for Ad Age’s print edition. There were five other finalists this year, which you can read about here: Nicole Aguilera and Corey Lynch Junior designer and visual designer, Young Hero “We believe this video truly captures the vibe of the #ArtTok community because at first, it may seem like it’s all about admiring other people’s art and styles, but the deeper you dive, the more you see it’s about real talk,” the pair said in their entry. “Like, we’re all in the same boat dealing with creative blocks, feeling like impostors, and stressing over every little doodle … These visuals aim to convey the profound comfort in knowing that even the most accomplished artists mess up sometimes and create work that isn’t always mind-blowing. It’s a reminder that we’re all navigating this creative journey together, imperfectly yet authentically.” Myles Bolden Editor and content creator, 3Headed Monster “At most post-production companies, you have to start as an assistant editor and eventually move your way up to editor,” Bolden’s entry read. “It’s difficult to move up because, without footage to edit, you can’t really prove you know how to edit. So the next best thing for me was to start filming and editing my own stuff. The thought of that terrified me. The reason is because I had no idea where to start and this is where community has changed my life. When I found FilmTok, I realized I could actually do this. I don’t need to be scared at all.” @mylesbolden0 Online community is 10/10 recommened. 🤝🏽 @Ad Age #stitch with @TikTok for Business ♬ original sound - Myles Bolden Mariel Calara Copywriter, Droga5 “In creating this video, I’m inspired by the slew of vulnerability memes that have populated online,” Calara said in her entry. “Gen Z continues to openly challenge the stigma that you have to always know what you’re doing. Users find a common ground and strength in relating to each other when navigating uncertainty, which I find important for creatives to embrace … #Sadhamster is a global phenomenon filled with community members who recognize that it’s big to be little. One sad hamster has made us, me braver as a creative.” @marielcalara #stitch with @Ad Age ♬ original sound - Mariel Calara George (Geo) Villeta Art director, Walton Isaacson “Being a part of the LGBTQ+ community has allowed me to walk in my power and accomplish goals I only used to imagine! With this community being so eclectic, there are so many subcultures and tribes that individuals and allies from all walks of life can feel a sense of belonging,” said Villeta’s entry. “We all are reaching for dreams while some of this world still does not see us as worthy. My inspiration comes from the resilience it takes for creatives and brands alike to stand up for what should be fully accepted at this point—equality. Witnessing queer trailblazers continuously push the standards and boundaries of this world is an affirmation for me to create vigorously, reimagine our future boldly, and celebrate every version of our truth.” @geo.logic #stitch with @TikTok for Business Me Shooting my shot for the Young Creatives Contest ✨ #AdgAge #TikTok #YoungCreativesContest #LGBTQ+ #Community #Advertising #canneslionsfestival ♬ Elevate - MikeQ Claire Zou Art director, VML “#CatTok nowadays goes way beyond just cats being cats. Cat owners and lovers are using their as muses to create, inspire and to engage with people from all walks of life who have love for companion animals,” said Zou in her entry. “The moment I heard the ‘meow’ made into a meaningful song it was eye-opening. Creativity means much more than writing a clever line and making a beautiful 3D sculpture. It’s every second of living a creative life with our fur friends. In a nutshell, #CatToks make me braver to break my creative limit (or my cat’s as he has successfully been taught tricks after my #cattoks intake), be more open to different ideas, and have a refreshed mindset regarding creating.” @clairez777 #stitch with @Ad Age. Another #cattok for you 😼 #capcut #advertising #tiktokcommunity ♬ Aww 1 - DJ BAI Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here

#EverythingTok inspires creativity for Ad Age Young Creatives contest winners

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