YOUTUBE SHORTS
CONTENT SERIES
YouTube wanted a team of unhinged Gen-Z creatives to build their first in-house social team. I gladly joined.
We wrote and created dozens of short form content series amassing 5M+ views.
Here’s a few of my favs :)
Creatives: Kaleb Mulugeta & Bessie Chang
Producers: Alexey Novikov, Kyra Bailey & Rinny Shim
DP: Lanre Danmola
GCD: Kevin Koller
👁️ STARING CONTEST 👁️
Someone asked “How do we keep people watching YouTube Shorts for longer?” so I came up with a virtual staring contest that increased sustained engagement by like 40% or some crazy stat like that.
Dystopian? Maybe. Effective. Yes.
Sidebar: I was behind the camera reading fun facts about eye lubrication trying to get them to break.
😦 THUMBNAIL FACE 😦
YouTube Creators are infamous for clickbait-y Thumbnail Faces.
We trolled said creators at VidCon asking them to give us their best Thumbnail Faces and wrote clickbait-y titles to go with them.
📺 AND UR WATCHING YOUTUBE SHORTS 📺
No one knows or cares what the YouTube Shorts logo is.
So we turned it into a silly little joke at VidCon, challenging creators to draw it with their hand
like that one famous TV network I won’t mention for legal reasons.
💬 GOOD COMMENT ROUND UP 💬
YouTube comments are a goldmine.
So we made a series dedicated to finding the most strange, unhinged, and straight up hilarious comments,
read by a western cowboy who goes out into the ranch to round up comments all the live long day.
🎵YOUTUBE MUSIC PARTNERSHIPS🎵
The biggest artists in the world rollout their singles on YouTube Music.
I created trend ideas for their lead singles, sparking 500M+ views and 100,000+ creations with their sound.
Artists include: Doechii, Dua Lipa, Tate McRae & NewJeans
DUA LIPA - HOUDINI
TikTok changed the way artists rollout music forever. Your biggest single needs a 15second snippet along with a trend simple enough for everyone to recreate. So we did just that. We partnered with Dua’s team to rollout her single, “Houdini” on YouTube Shorts. The sound currently has 133k creations and climbing.
Role: Trend Creation
NEW JEANS - SUPER SHY
We partnered with NewJeans team to rollout their single, “SuperShy” on YouTube Shorts.
They already had a whole choreography prepared, so that was the trend lmao.
The sound currently has 1.2M creations. It helps that it’s a banger.
We also created a scavenger hunt, hiding NewJeans’ logo in cities across the world
with a QR code that led them to exclusive, hidden Shorts from the band.
It also won a Silver Music Clio for Fan Engagement + Design