YOUTUBE
CREATORS

Agency? Jellyfish
When? 2024
Platforms? Instagram

The challenge: In the fast-paced world of short-form vertical video content, YouTube needed to reconnect with creators — Gen Z in particular — and reaffirm its dominance as the world’s largest video-sharing platform.

The idea: Activate on other platforms to further meet creators where they are. With our north star “Make it on YouTube. Made it on YouTube.”, I oversaw a team of 13 to inspire, entertain, celebrate, and educate creators wherever they are in their journey. As Creative Director I developed positioning, editorial repeatable formats, a tone of voice, and art direction for YouTube Creator’s new global Instagram handle, as well as overseeing all content & growing our relationship with YouTube through proactive pitching, establishing & refining processes, and campaigns. .

The result: With our newsroom-style team working around the clock, producing over 50 assets a month and partnering with global creators multiple times a week, our content didn’t just meet expectations, it exceeded them: Some formats achieved results 20x benchmarks, the account saw a +306% increase in positive engagements year-over-year compared to other channels, and we had 87% follower growth in the first 4 months of launch. Not just that, but the art direction I created for the account was rolled out across other YouTube Creator properties, Korea and India!

BY CREATORS.

FOR CREATORS.

Building a community for YouTube Creators present & future on Instagram via an uber-recognisable visual language and intentional repeatable formats.

GIVING CREATORS
CENTRE-STAGE

I oversaw the development of a constantly refreshing & growing range of creator-fronted formats for BAU, campaigns, and cultural moments. These individually branded formats continue to go from strength to strength to this day, with hundreds of creators around the world sharing their insights, inspiring the next generation of creators, and being celebrated.

Creator Affirmations

281k 👁️ | 8.1k ❤️

Creator Show & Tell

1.2m 👁️ | 18.8k ❤️

Why I Create

515k 👁️ | 4.7k ❤️

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