Client: YouTube
GROUP Creative director, r/ga, 2022
YouTube Shorts was battling TikTok, Reels, and Snap for Gen Z’s attention but, at the same time, its community of young fashion designers was taking off. So we partnered closely with YouTube’s in-house creative team to champion this overlooked creator group during the biggest fashion moment of the year. Upcycled pieces from 40 emerging Shorts designers were showcased across billboards, social, digital mastheads, and a custom-built SoHo storefront during New York Fashion Week.
Awards: Webbys Winner, Fashion, Beauty & Retail Campaign (2023). Webbys Winner People's Voice (2023)
Credits
Executive Creative Director: Bryan Gregg
Creative Director: Scott Steele
Associate Creative Director (motion): Abram Seaman, Felipe Mahalem
Associate Creative Director (art): Zöe Lyle, Brian Vanderputte
Associate Creative Director (art): Diego Morales
Senior Designer: Delfina Urien
Senior Video Editor: Alexandra Redd, Michael McLenighan
Copy: Shana Billigsley, Aishika Sen
Art: Jameson Thornock, Shreya Rege
Strategy: Mariana Revilla
Production: Katia Davidson