To launch Annie’s Now Chessier campaign, we created a playful TikTok AR effect designed to spark smiles and dinner-time joy. The experience featured a responsive Smile Meter that filled the screen with cheesy goodness as users grinned, transforming expressions into bunny ears and laughter into engagement. Paired with influencer collaborations, paid media, and a microsite giveaway of 20,000 boxes, the effect turned simple interactions into shareable, brand-driven fun.

I played a key technical and creative role, introducing the team to advanced TikTok AR capabilities that made the Smile Meter concept possible. I collaborated directly with the development vendor to push what the platform could do, fine-tuning responsiveness, timing, and interactivity to create a seamless, innovative branded experience that delighted both creators and consumers.