In 2021, brands and creators broke new ground on TikTok. Marketing leaders engaged with this generation’s storytellers to co-create at the speed of culture, inspire brand love, and sell out products in real time — ushering in a new era of marketing that’s rooted in storytelling, connection, and authenticity. And the impact was massive.

These are the Culture Drivers of 2021.

Our end-of-year celebration spotlights 14 trailblazing brand and creator partnerships on TikTok this year. This series features the stories behind the campaigns, as seen through the lens of a creative team led by celebrity director & photographer Carlos “Kaito” Araujo. Ranging from CPG to auto, each story captures the essence of what makes marketing on TikTok special.