One of the most fun campaigns during my time on TikTok. A traditional brand with an iconic commercial in Colombia wanted to connect with a new generation of consumers. Through a co-creation session that I led on behalf of CLAB—together with the brand’s and client’s creative teams—we developed ideas and a strategic path over three hours of collaboration.

From CLAB, we brought data and insights to fuel the session, along with creative inspiration and the development of potential ideas. Later, with a strategic document that served as a starting point, the teams brought to life the magic of the ideas crafted during the session. It was full end-to-end consulting—providing feedback on mockups and scripts. The result? The campaign won a Gold award at the 2025 TikTok Ad Awards in Colombia