Off the Record is an ongoing in-app series giving fans an intimate look into how some of TikTok's biggest artists make their albums, released ahead of each artist's album drop to drive fandom and anticipation on the platform. The series launched with Charli XCX, Peso Pluma, Camila Cabello, Shakira, Meghan Trainor, and Bleachers.

The cinematic style leans into mixed media and analog film — a deliberately personal, human counterpoint to artists who otherwise live at massive digital scale on the platform. A few key decisions carried that idea through:

• Logo lockup: Inspired by physical records, with typography that rotates around the - mark, echoing a record spinning
• Typography: Clean and light throughout, kept quiet so it never competes with the artist
• Visual focus: Every frame keeps the artist and their story at the center, with graphics included to contextualize and accentuate rather than overbrand

I led art direction on-set and throughout pre- and post-production, and designed the full graphics package used across the series — the logo lockup, typography system, and on-screen treatments applied to every artist episode.