This is some text inside of a div block.
The Fun Side of 2022
Category
Campaign, UX
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.
The Fun Side of 2022
To position YouTube Shorts as the fun destination for short-form video, we launched a global end-of-year campaign celebrating the moments that defined 2022.
Partnering with dozens of Creators, we spotlighted the full spectrum of Shorts culture, from CORN! to ASMR, turning trends into scroll-stopping creative.
In collaboration with the YouTube team, we spotted key trends and Creators and produced over 250 digital assets, adapted and optimized for placements across global markets. The campaign reached millions worldwide and brought the energy of Shorts to life at scale.
From Data to Culture
Partnering closely with YouTube, we used platform data and cultural insights to uncover the trends that made 2022 fun. We then created trend-specific creative and targeted the audiences most likely to connect with each moment, making every piece feel timely and relevant.
Creator-inspired visuals
Gen Z can spot ads instantly, so our design system borrowed from Creator-made content to feel native to the feed. Stretched type, lots of emoji, fast motion, and an intentionally unpolished style shaped the visual and motion language. We then packaged it into a global toolkit to keep it consistent across markets.
