YouTubeWhere we find out we’re one of many
Adapting a global brand idea for local agency and brand audiences
YouTube’s global narrative celebrates the deeply personal and often universal ways people connect through video. The platform set out to bring that thinking to life for a U.S. campaign aimed at ad agencies and brand marketers.
In partnership with R/GA, Anomaly and Kornhaber Brown, we led the adaptation of YouTube’s global brand idea for a New York audience. The challenge was to translate a powerful but abstract concept into localized creative that would resonate with media-savvy, time-poor creatives in the city’s agency corridors.
My role focused on maintaining brand integrity while shaping executions that felt culturally specific and contextually relevant. The work spanned six-second bumper ads, social content and out-of-home placements positioned near key agency hubs.
Each execution was designed to speak the language of its audience, balancing YouTube’s playful tone with clarity, consistency and visual discipline. The result was a cohesive local expression of a global idea that reinforced YouTube’s role as a platform for shared discovery and connection.
Where we find out we’re one of many
Adapting a global brand idea for local agency and brand audiencesYouTube’s global narrative celebrates the deeply personal and often universal ways people connect through video. The platform set out to bring that thinking to life for a U.S. campaign aimed at ad agencies and brand marketers.
In partnership with R/GA, Anomaly and Kornhaber Brown, we led the adaptation of YouTube’s global brand idea for a New York audience. The challenge was to translate a powerful but abstract concept into localized creative that would resonate with media-savvy, time-poor creatives in the city’s agency corridors.
My role focused on maintaining brand integrity while shaping executions that felt culturally specific and contextually relevant. The work spanned six-second bumper ads, social content and out-of-home placements positioned near key agency hubs.
Each execution was designed to speak the language of its audience, balancing YouTube’s playful tone with clarity, consistency and visual discipline. The result was a cohesive local expression of a global idea that reinforced YouTube’s role as a platform for shared discovery and connection.
TEAM
C42D, New York
R/GA, New York
Anolmaly, New York
Kornhaber Brown, New York
C42D, New York
R/GA, New York
Anolmaly, New York
Kornhaber Brown, New York
YOUTUBERS
Jackie Aina
Lucas B
Gigi Gorgeous
J.Views
Tom Fletcher
Dude Perfect
Jackie Aina
Lucas B
Gigi Gorgeous
J.Views
Tom Fletcher
Dude Perfect
CAPABILITIES
- Global brand adaptation
- Cross-channel implementation
- Short-form video and social content
- Agency collaboration