YOUTUBE: 50 DEEP

50 DEEP

CLIENT: YOUTUBE // ROLE: VIDEO EDITOR, ADDITIONAL MOTION DESIGN & DIRECTION

AWARDS: WEBBY AWARDS: PEOPLE’S CHOICE, BEST VIDEO: MUSIC, 2024

Video Example

THE NEED

In the 50th year since its inception, how do you celebrate Hip-Hop, its meaning locally and globally, and YouTube’s unique position within its story?

The Approach

While at Creative Theory Agency, we partnered with YouTube to craft a 360 campaign to celebrate Hip-Hop’s 50th anniversary, which included a 90-second Hero Spot, YouTube Banners, Thumbnails, and physical banners and ads.

As the Video Editor, I was responsible for coordinating the efforts of the external animation team, and the Senior Designer, taking their created assets, as well as found and licensed footage to craft a compelling story that journeyed through Hip-Hop’s past, present, and future. I also provided additional animation and direction.

Direction

I collaborated with the Creative Director and Senior Designer of this project to direct the Motion Design Team to crazy modern and stylized designs that embodied a mixture of both analog and digital treatments.

I provided additional support by designing, animating, and modifying animations to ensure seamless transitions between assets and scenes, enhancing the overall feel of the spot.

The Process

The creation of this asset was a true collaborative effort. After the scriptwriting was carried out by our copywriting team, with oversight from the YouTube Team and the Creative Director, we approached the script line by line, ideating on ways to creatively visualize the voiceover, through video, motion, and graphic design.

We coordinated with artists’ teams, the YouTube Music Team, Stock Video Libraries, and our Motion Design Team to create new visuals, approve the usage of video footage, and create a diverse and inclusive representation of Hip-Hop globally.

We quickly pivoted and developed new assets as various artists opted in or out of being a part of the asset, which exhibited our team’s flexibility and drive. Throughout the process, I was the thread & needle tasked with stitching all of the parts of this asset together and directing and informing each department what I needed from them to craft a masterful work.