The challenge: In the fast-paced world of short-form vertical video content, YouTube needed to reconnect with creators — Gen Z in particular — and reaffirm its dominance as the world’s largest video-sharing platform.

The idea: Activate on other platforms to further meet creators where they are. As Creative Director I developed positioning, editorial repeatable formats, a tone of voice, and art direction for YouTube Creator’s new global Instagram handle. With our north star “Make it on YouTube. Made it on YouTube.”, I oversaw a team of 13 to inspire, entertain, celebrate, and educate creators wherever they are in their journey.

The result: With our newsroom-style team working around the clock, and partnering with global creators multiple times a week, our content didn’t just meet expectations, it exceeded them! Some formats achieved results 20x benchmarks, the account saw a +306% increase in positive engagements year-over-year compared to other channels, and we had 87% follower growth in the first 4 months of launch. Not just that, but the art direction I created for the account was rolled out across other YouTube Creator properties, Korea and India!