.png){kind=logo}
CREATIVE DIRECTION
STRATEGY
INFLUENCER BRIEFS
GRAPHIC DESIGN
COPY WRITING & EDITING
Working on YouTube was a masterclass in versatility, influencer fluency, and client management. Each brief came from a different team, with topics spanning everything from beauty and drag to food creators, sports, Rubik’s Cube experts, and music superfans. Strategy was key, and we had to ensure every piece of content was tailored to fit seamlessly within the YouTube ecosystem.
Last summer, YouTube celebrated Erno Rubik, creator of the Rubik’s Cube—a cultural icon that’s had a long, colorful life on the platform. From speedcubers to first-timers, the classic game's presence spans genres, creators, and generations. The creative territory was rich, but the highlight was securing a Times Square billboard featuring larger-than-life Rubik’s Cubes on each corner. It didn’t just make a statement—it invited one, prompting passersby to record YouTube Shorts live with the billboard in the background.
RUBIKS 50TH ANNIVERSARY
YOUTUBE SHORTS
We also commissioned and edited a suite of short-form videos to support the campaign. Highlights included a custom piece with master VFX creator Zach King, interviews with top Rubik’s-focused YouTubers, a high-energy edit of extreme cubing, and a spotlight on the Rubik’s art phenomenon—an unexpected but powerful trend that had its own major moment on the platform.
DRAG YOODLE
What’s a Yoodle, you ask? It’s YouTube’s spin on the Google Doodle—spotlighting key corners of the platform during major cultural moments. For Pride, that meant Drag, and I was all in. The centerpiece was a wild, wonderfully surreal long-form video featuring Juno Birch and Trixie Mattel on a rhinestoned red pump ride through drag history on YouTube. It was smart, campy, and celebrated the creators who made the category what it is today.
SHORT FORM VIDEO
Our task was to supplement the hero video with cutdowns and original content captured on-site with talent. I’ve never worked with a more powerhouse pair of professionals. Even after eight hours of shooting in a space with no AC, they delivered improv so sharp and hilarious I was gasping for air. It was a master class in presence and performance—and a reminder that drag is nothing short of a professional art form. Full stop.
YOUTUBE SHORTS
We also commissioned and edited a series of Shorts that spotlighted different facets of drag culture—from hair, makeup, and costuming to the often-overlooked performance art of drag kings. One standout was an unexpected lesson in probability from the legendary Online Kyne—a perfect blend of brains, beauty, and charisma that captured the spirit of the campaign.
Anything touched by Billie Eilish is a vibe—and the campaign we developed for her album release was no exception. We crafted a visual language and manifesto rooted in a strategy that spotlighted the cultural impact Billie and YouTube have had on both music and fandom.
BILLIE EILISH ALBUM RELEASE
YOUTUBE SHORTS
We activated across a range of formats, commissioning creators like underwater dancer @kristimakusha and vegetarian food creator @veggikins to produce content inspired by the album. Drawing from the dice motif in the music video, we also collaborated with a dice-stacking creator for a distinctive short-form moment. To bring the experience IRL, we surprised superfans with ticket giveaways outside the Barclays Center listening party — creating an unforgettable, real-world connection to the release.
THE RESULTS
The work spoke softly, but it hit hard. At the end of the campaign, we had hundreds of thousands of impressions and engagement at an all-time high. Designed to resonate across formats, it connected music, memory, and community in a way only YouTube could.
LOVE NOTES
For Valentine's Day, YouTube wanted to not only celebrate their creators but to inspire their creators to celebrate each other. They had launched the Love Notes campaign in previous years, but it was up to us to give it a fresh take. Our strategy leaned into the sweet-and-sour dynamic of Gen Z content on YouTube, where genuine love often comes with a wink (and a little shade). The campaign felt playful, personal, and perfectly in tune with the tone of the platform.
INFLUENCER COLLABS
The prompt? Create a piece of content that shows appreciation—for each other and for the platform that brought them together. Highlights included a custom upcycled jacket made by a creator couple, and a perfectly curated Galentine’s Day basket that proved just how well one creator knew her bestie.
THE RESULTS
High engagement and increased brand affinity across social platforms — from text-only posts to short-form video — made this a joyful, collaborative love letter to the community, balancing heart and craft.
