YOUTUBE — LOOK WHAT YOU DO

youtube has been around for years. everyone knows it, everyone uses it, but what is it, really? what does it stand for? how do you change perception of it from a library of random awesomeness to a place people go to seek out quality content?

by showing the unique relationship between the different 'yous' on youtube: the fans and the creators, and how, together, they make some pretty incredible stuff.

we worked directly with top creators like Epic Rap Batlles, Rosanna Pansino, Michelle Phan, Vice, and Bethany Mota (to start). The campaign has now been rolled out globally, using this same concept.