We are thrilled to see Campaign Asia celebrate the shift underway in digital media and advertising: creator content is no longer confined to the scroll. Commentary from Dan Page, Global Head of Partnerships, New Screens, at TikTok and Abishek Grover, Chief Digital Officer for L’Oréal’s Consumer Products division in SAPMENA, captures the ethos of TikTok's Out of Phone movement, particularly the development of Out of Phone Retail, where user-generated content meets the physical world in both immersive and impactful ways. We are proud to be part of the teams bringing this vision to life, turning shopping centers, store aisles, and everyday spaces into cultural canvases for creator expression.

At DIVE, we've seen firsthand how Out of Phone Retail transforms brand moments, from passive impressions into active, social moments and conversion. By bringing creator content to digital screens within the retail space, brands can show up authentically where consumers are already motivated and inspired to act. This piece highlights a fundamental transformation in the way we think about media and we are thrilled to be pioneering the change with our partners at TikTok.