YouTube

Where we find out we’re one of many

Adapting YouTube’s global brand for local agency and brand audiences

YouTube’s global narrative celebrates the deeply personal (and often surprisingly universal) ways people connect through video. In partnership with R/GA, Anomaly, and Kornhaber Brown, I was brought in to help adapt this messaging for a U.S. campaign targeting ad agencies and brand marketers.

The challenge: translate a big idea—“Where We Find Out We’re One of Many”—into localized creative that would resonate with New York’s agency corridors. My role focused on ensuring brand fidelity across a variety of executions, including six-second bumper ads, social content, and out-of-home placements near key agency hubs.

Deliverables were carefully tailored to speak the language of media-savvy, time-poor creatives—balancing YouTube’s playful tone with cultural specificity and visual consistency.

NEW YORK TEAM
C42D
R/GA
Anolmaly
Kornhaber Brown