2021 Virtual Speakers and Webinars

Hyun Seo Yoo & Sarah Guessoum

Creative Leads
TikTok / Bytedance

Date: 8th October 2021 12:00 EST USA
Topic: How creativity can dissolve perceived boundaries.
Wanna know what it’s like to be a creative in the Middle East? TikTok Dubai’s creative leads, HyunSeo Yoo and Sarah Guessoum, will take you through their journey from agency advertising to one of the fastest growing Adtech platforms. They will share their golden rules on how to succeed as a female in the creative industry in the Middle East, showcase some of the best creative works from the region, and reflect on how it’s like to be creating TikToks - not ads. This highly interactive session will give you the space to think, talk, debate and collaborate.

About Hyun & Sarah
Born in Korea, honed in New York, and now based in Dubai, Hyun Seo Yoo is a Senior Creative (Art & Design) and dog lover at TikTok Creative Lab METAP. She spent most of her career working in advertising agencies, including JWT New York, Memac Ogilvy and Impact BBDO Dubai before landing in tech. Her work has spanned multiple countries and regions for many major brands including MARS, IKEA, Amazon, Volkswagen and more. She has picked up numerous awards at regional and international shows including Cannes Lions, One Show, Dubai Lynx. Her work has also been featured in various books and publications including Lürzer’s Archive, Campaign Magazine and, most recently, the Communication Arts Advertising Annual 2020.
Sarah Guessoum, or Guess Whom as many like to call her, is an architect turned art director with a passion for writing and soya cappuccino. Landed her first advertising job at JWT Dubai and has been touring around agencies there ever since. She wrote scripts, art directed film sets, got caught up in shooting content regularly and had a pretty obvious sunburn throughout; up until she moved to Adtech as an Associate Creative Director at TikTok, where she works with her partner Hyunseo to create ads that creatively and strategically connect brands with the TikTok community.
They are both big advocates for pushing young female talents in the region and always looking out for opportunities to be part of an integrated creative community.
“By supporting young creatives and fast-tracking the learning curve, the LIA Creative LIAisons program elevates the standard of our industry. It creates a self-perpetuating attitude among us to pass it forward, which is invaluable. What you can learn from one person’s experience beats anything you’ll find in a book.”