This campaign featuring YouTube influencer Tyler Oakley was part of a years long advertising platform positioning the YouTube as the home to strikingly engaged, captive viewers. The perception shift made the website more attractive to advertisers who previously thought of YouTube as a collection of random videos viewed by a passive audience.
I was responsible for concept and writing on this project.
Credits
Art Director: Kristal Kinder
Strategist: Gavin May
CCO: Tiffany Rolfe
Agency: Co:Collective