Going above and below the line for YouTube

Client: YouTube for Redwood BBDO
Role: Creative Direction & Design

A. challenge
YouTube’s Brandcast event exists to celebrate YouTube creators and highlight their value to marketers. But how could that message play out in more places, with more impact?
A. story
Working with Redwood BBDO, a global creative agency, I provided creative oversight on stretching their ‘Primetime is personal’ campaign from billboards to magazines. Shoots by renowned photographers Andrew Eccles and Damian Fry focussed on passion points of big-hitting YouTubers, including tech reviewer Marques Brownlee (now 16M+ subscribers) and the chef behind Binging with Babish, Andrew Rea (now 9M+ subscribers). The resulting images appeared in ‘The Playbook’, an editorialised guide for marketers, as well as New York’s most prestigious out-of-home sites.

A. result
This was another opportunity to leverage my understanding of the Google and YouTube brands, and show how a platform such as Brandcast can have multiple applications. There were playful moments too: when entrepreneur Steven Bartlett (63K+ subscribers) and I turned up on set in the same hat, we had to take a photo…

"Adrian is a gifted creative director and thinker. On a tight timeline and with a tricky brief, he consistently delivered beautiful designs.”

Kim Gardner, Head of Brand Narrative and Content
YouTube Ads

"Adrian is a gifted creative director and thinker. On a tight timeline and with a tricky brief, he consistently delivered beautiful designs.”