Evan Horowitz, CEO of the creative firm Movers+Shakers, takes us behind the scenes of some of his firm’s most viral TikTok campaigns, explaining how e.l.f Cosmetics’ #eyeslipsface generated over 6 billion views on the video app and millions of user-generated videos. Horowitz also shares tips on telling authentic stories on TikTok and where he sees opportunities for brands to best engage users.