In today's fast-paced cultural landscape, driven by short-form video platforms, global communities are united through shared interests and practices more than ever before. This rapid cultural exchange has become a formidable force, propelling the spread and evolution of culture worldwide. Despite this, many brands remain hesitant to engage, fearing missteps and potential backlash. Yet, communities and creators have historically embraced authentic brand participation. This acceptance demands that brands adopt strategic risk-taking and vulnerability as essential elements of modern branding. Join this session to explore how marketers and creatives can boldly leverage culture to connect brands with communities on TikTok and beyond. As the industry shifts towards demanding greater creative courage, cultural relevance and experimentation have become crucial in the marketer's