Role

In 2005, YouTube became famous for democratizing celebrity. So, for the launch of YouTube Shorts we wanted to democratize another exclusive field: fashion. It started by prompting YouTube creators to design a new DIY fashion line using only upcycled materials. Then, these “re-creators” could use the new Shorts platform to display their designs. And once they showed the online world what they, and their clothes were made of, we put them in the spotlight in the real world, dominating Soho with billboards and storefront window displays that featured our designer’s creations - turning them into the unexpected stars of fashion week.

I art directed and animated segments of the case study video. Collaborating closely with the team, I brought creative vision to life, ensuring that the video compellingly showcased the journey and achievements of the fashion project.

Tools used