As the creative director across all of YouTube Social I oversaw creative strategy, tone of voice, creative direction, and partnerships across - YouTube’s YouTube Shorts, X, TikTok, Facebook, Instagram, Threads and YT Community Tab. I managed social rollout for all YouTube campaigns as well as evergreen content, reactive content and creator collaborations.
Managed a community of over 266.5M followers
Lunched YouTube’s TikTok gaining 1.7M followers
Grew our instagram to 31.2M followers
Produced 300+ pieces of reactive content and 15K+ pieces of social content
Earned 73.5M+ impressions
AWARDS
SHORTY AWARDS
Winner of brand voice
& AUdience Honor Brand Voice
Webby AWARDS
People’s VOICE WINNER
Apt. by ROSé YouTube shorts challenge
Webby AWARDS
People’s VOICE WINNER
We FEEL SEEN INDIE ANIMATOR YOUTUBE SHORT
Webby AWARDS
BEST SERIES WINNER
#YOUTUBE BLACK PRESENTS FLowers
Webby AWARDS
BEST CREATOR COLLABORATION WINNER
#YOUTUBE BLACK PRESENTS FLowers: Naptural
We made over 150 reactive posts this year. Tapping into cultural moments and trends in real time with produced work and creator partnerships.
REACTIVE
SHREK 20TH ANNIVERSARY CAROUSEL
@LOGAM CUCUMBER EDIT
Logan started creating cucumber content and within a matter of days his videos and cucumbers were trending across all social platforms. We identified this moment as it was gaining traction and quickly created a piece of content that played off of a trend format “intern edit.” The intersection of the two trends perfectly reflected the humor native to the creator leading to him collab posting with us to extend reach further into his audience
2.8M VIEWS 36.8K LIKES
MORE REACTIVE MOMENTS
Creator partnershipS
We create original pieces of content based on brand and audience truths with creators who intersect with our fandoms to help grow and sustain our community.
@LANDOFBOGGS x YOUTUBE
Our audience used YouTube for 100 different things simultaneously, from finding tutorials to fix something to watching their favorite movie. We partnered with Land of Boggs to personify YouTube and bring to life this arch that so many of our users experience. This creator is onc our audience follows closely and they loved seeing us enter this world in a way that was so self-aware.
10.8M VIEWS 742K LIKES
SPONGEBOB x YOUTUBE
The Spongebob fandom is strong within our audience, knowing this we partnered with Spongebob to do a post for his birthday. We intersected astrology insights with the fandom making it sharable among others celebrating cancer season. The post was not only successful for us but also one of the Spongebob account’s most successful posts to date.
36.7K LIKES 2.2K Shares
EVERGREEN CONTENT
6K POSTS 189K Shares 2M Likes 73.5M Impressions (per year)
We celebrate our community and show users the diverse array of content on Shorts, by collaborating with creators, bringing attention to subcultures who make YouTube, YouTube and connecting with our audience though their interests with our fandom oriented tone of voice.
I am the creative director across YouTube’s content for the following handles (everything posted from July 2023 - present)
