Dua Lipa × TikTok: #Levitating music video campaign

Category: Music-Brand Partnership; Entered by: Drum OMG

In this partnership between TikTok and Grammy award-winning artist Dua Lipa, TikTok users were invited to co-create the music video for her upcoming single, Levitating.

The campaign kicked off with an invitation from Lipa for fans to take part in the #DuaVideo hashtag challenge. The entries flew in, with 150,000 creators auditioning within 72 hours and showcasing their choreography, makeup and animation skills. Sixteen were then chosen to join Lipa and acclaimed director Warren Fu on set in LA to shoot the official music video.

Lipa then teased the music video release with the Levitating Experience video and the campaign racked up global headlines and triggered the #Levitating Hashtag Challenge on TikTok. To support the launch, a worldwide advertising campaign ran across TikTok and at major out-of-home locations, including Times Square in New York and prominent sites in cities across Europe, as well as on digital and social media channels. 

At the end of the campaign, Lipa personally thanked everyone who took part with an exclusive creator-only version of the Levitating music video.

Agency: Drum OMG
Executive Head Of Talent
& Production: Andy Holland
Business Director: Jess Sinclair
Creative Director: Claire Baker
Account Director: Samira Bouazza-Marouf
Senior Producer: Phil Harris
Associate Creative Director: Emily Drake
Creative: Lee Tarrier
Motion Designer: Gabriel Lindsay
Design Lead: Lee Pitman
Creative: Lee Tarrier
Client: TikTok
Brand Marketing Manager: Harry Wilson
UK Brand Lead: Hongi Luo
Head of Media – EMEA: Alastair Boyle
Music Content & Artist Partnerships Manager: Toyin Mustapha
Music Communications Lead: Barney Hooper
Head of Marketing, Europe: James Rothwell
Music Content Manager, Europe: James Underwood
Media Manager: Simone Francis
Head of UK Artist Partnerships: David Mogendorff
Head of Music Operations, UK: Paul Hourican
UK Community Manager: Joanna Karamanis
UK Social Community ManagerNina Danjuma
Social and Influencer Marketing Manager EMEA: Karen Townsend
Label: Warner Records
Commissioner: Katie Dolan
Director: Warren Fu
Executive Producers: Sara Nix, Whitney Jackson
DOP: Rob Witt
Production Designer: Brandon Mendez
Stylist: Lorenzo Posocco
Choreographer: Charm La’Donna
Editor: Zaldy Lopez
Colourist: Matt Osborne