Art Direction | Creative Direction | Asset Systems | Production Management | Team Leadership | Cross-functional Collaboration 2D/3D Pipelines | AI Implementation | Scalable Design | Seasonal Campaigns | Branded Content
TikTok effect house's Asset Library
A Place to easily build fun and creative effects for TikTok
Overview
Art Director for TikTok's Effect House Asset Library, leading the visual direction, production, and curation of scalable assets used by global creators to build effects on the platform.
Since January 2024, I've directed the development of 2D and 3D assets across seasonal campaigns, cultural events, and branded collaborations. My role combines creative direction, team leadership, and production management, ensuring assets are strong, consistent, and effective at scale.
Role & Responsibilities
I define the visual direction across multiple asset categories, with a strong focus on improving consistency in color, shape language, and usability. I lead and mentor a team of 15 designers working across 2D, 3D, and motion, while also coordinating timelines, resource allocation, and delivery across multiple parallel requests.
I direct production for seasonal and cultural campaigns such as Pride, Ramadan, Halloween, Valentine's Day, Christmas, and New Year, and I partner closely with product, engineering, and project management teams to align creative outputs with platform needs. In addition, I curate and maintain a scalable asset library designed for global creator use.
Asset Scope
The work spans a wide range of categories including 3D accessories, beauty and makeup, screen and visual effects, color filters, background illustrations, and sticker assets.
Creative Direction
My approach to art direction blends character design sensibility with system-level thinking. I focus on building cohesive visual ecosystems that balance storytelling, clarity, and flexibility, so assets feel appealing while remaining easy to remix and adapt across different use cases.
For seasonal releases and campaigns, I guide direction through cultural awareness, trend insights, and performance learnings, ensuring the work feels relevant, inclusive, and engaging to a global audience.
Impact and AI Integration
In 2024, I led the production of 180+ assets, contributing to 15,000 published effects and over 2.3 billion video views. In 2025, the team fulfilled 200+ requests for effect assets and produced over 1,000 individual sticker illustrations, resulting in 34,200+ published effects and over 3.2 billion video views.
As part of this growth, I introduced and guided the adoption of generative AI workflows within the asset pipeline, particularly for sticker production. I encouraged designers to integrate AI tools into their processes to accelerate ideation and production, while maintaining a strong, consistent art direction across all outputs.
Key Contribution and Leadership
A major focus of my role has been improving overall asset quality and visual consistency across the library. By refining color usage, shape language, and design clarity, I helped establish a more cohesive and recognizable visual system, making assets easier to use, more appealing to creators, and more effective at scale.
To support this, I prioritize clear direction, fast iteration, and structured feedback loops, keeping production efficient while maintaining a high level of craft. I balance creative ambition with production realities, ensuring ideas can scale across multiple formats without losing quality.
The Effect House Asset Library has helped creators build a world of joy, creativity, and entertainment through the effects they create using our assets. It supports a wide range of creative expression on TikTok, empowering creators to explore ideas, tell stories, and connect with audiences around the world.
It's been rewarding to contribute to a system that enables creativity on such a large scale, and to play a role in improving the quality and consistency of the library, making these tools more accessible, engaging, and impactful for a global community.
All images and information presented in this project are the property of TikTok and are used here for portfolio purposes only.