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YouTube Music

Brought in as creative lead for the YouTube Music campaign from Q3 2018 to Q1 2019. My main role was to oversee the creative direction on multiple work streams to promote awareness of this new, standalone streaming app. The USP of the app was its use of the Google search algorithm. Enabling us to focus on the insight of describing a song, without necessarily knowing the artist name or track title. Netting out in a 360 music streaming experience. Thereafter, my role extended to driving conversion through YouTube Music’s official sponsorship of The BRITs 2019.




Creative Direction, Design Direction, Art Direction, Oversight, Production

A truly 360 Campaign

The YouTube Music app featured music videos, curated playlists and live performances. Moving music streaming into a 360 experience, rather than a linear listening platform, as is the case in competitors’ service offerings. We produced a plethora of creative from brief to execution, amounting in well over 350 creatives across static and motion placements throughout London, Birmingham, Bristol, Manchester and Newcastle. Showcasing a select group of key artists – Stormzy, Little Mix, Anne-Marie, George Ezra and The 1975. We also covered other forms of outdoor advertising, including murals, geographically placed in artists’ hometown region.


Impressions through featured artists


Earned conversion


Earned sentiment

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