Art Direction, Campaign, Digital, Print & Socials

YouTube Upfront Campaign | New York

Led the visual design and multi-platform execution for YouTube’s inaugural New York Upfront campaign, a critical initiative aimed at solidifying the brand’s media presence and attracting key advertisers. This comprehensive campaign leveraged high-impact Digital Out-of-Home (DOOH) alongside integrated social, print, and digital channels to champion YouTube’s diverse content and creators.

Team
Role: Lead Designer
Creative Director: Lucy Hartley
Copywriter: Ally Sinyard
Motion Designer: Aaron Greenway

Agency
Redwood BBDO

Deliverables
Digital Out-of-Home (DOOH), Social Media Content, Print Advertisements, Digital Display Ads

Challenge
To establish YouTube’s indispensable position within the media landscape for viewers and, consequently, for advertisers, during the highly competitive annual Upfronts season.

Strategy
Leverage the Upfronts as a pivotal moment to spotlight the core reasons viewers engage with YouTube: its unparalleled breadth, depth, and quality of content, alongside celebrating its most influential and beloved creators.

Solution
Developed and executed an attention-grabbing DOOH campaign running in key locations across NYC throughout the Upfronts period, backed by social content, digital ads, and print ads in high-profile publications.

Key Contributions
• Strategic Concept Development:
Analysed creative brief and conduct research to build a robust rationale for innovative design concepts.

• Creative Direction & Team Leadership:
Spearheaded the creative exploration and ideation phases, fostering a collaborative environment for the creative team.

• Concept Visualisation & Presentation:
Developed and visualised creative concepts across all platforms and touchpoints, and designed clear and persuasive presentation decks.

• Multi-Platform Design & Adaptation:
Oversaw the end-to-end design and meticulous adaptation of all visual assets and final artworks for all deliverables, ensuring technical precision and consistent brand representation.

• Project & Workflow Management:
Managed the workflow, deadlines, ensuring timely delivery of high-quality creative assets.