Bringing Dexter: Original Sin to Life on TikTok—A Killer Made-for-Canada Moment That Let Fans Step Into the Mind of a Serial Icon.
For the launch of Dexter: Original Sin, we set out to craft a campaign that wasn’t just an ad—it was an invitation for fans to step into Dexter’s world. As part of TikTok’s Creative Lab, I played a key role in shaping the creative direction for Paramount+’s first-ever Branded Mission in Canada, ensuring it aligned with both TikTok’s native storytelling and the cult fandom surrounding Dexter. I helped develop the mission prompt that challenged creators to recreate Dexter’s iconic morning routine intro scene, turning everyday moments into eerie, suspense-filled content. Beyond the Branded Mission, I also influenced the strategic alignment of Paramount+’s first-ever TopView with Story Selection in Canada, curating themes that would resonate with die-hard fans. The result? A campaign that didn’t just promote the show—it reignited Dexter nostalgia in a way that felt fresh, interactive, and made-for-TikTok.