Michaels. Made by you.
YouTube Shorts
Category
Campaign, User Experience
Year
2022
Role
Creative Direction
Credits
Nadia S., Jake L., Abe S., Laura A., Alec C., Delif U., Gustavo T., Jess C., Stooph W., Rafael P., Eli M., Katia D., Paige P., Greer O., and many more.
Reaching Gen Z with an end-of-year global campaign to position YouTube Shorts as the fun place to watch short-form videos.
Introducing: the fun side of 2022.
We enlisted dozens of Creators to show everyone the fun of YouTube Shorts throughout the year.
From flawless pets, to mesmerizing ASMR, we watched countless videos and collaborated with the YouTube team on identifying trends and Creators—ultimately producing over 250 digital assets for a campaign that was adapted globally, reaching millions. And yes, we all became experts in best practices per placement.
With this project I realized the professional goal of having my work on not only one but two Times Square billboards.
Furry and Flawless - :15
One of our indentified trends for 2022 was all about pets in their most fabulous state. Featuring Brodie That Dude, That Little Puff, Shu and Tree, and more.
Don't blink or you'll miss these scary good transformations that happened in '22. Featuring DefacedFX, FX Freak, Madeyewlook, and others.
Gen Z hates ads and can spot one from miles away. So our Creative had to toe the line between building awareness for a brand that was still new to the world and not feeling too ad-like. The fun motion graphics were designed to draw you in, while the Art Direction was inspired by Creator-made content, and all copy was written and heavily scrutinized to relate to Gen Z. We developed a comprehensive toolkit for all markets to follow in order to ensure global consistency.
