I Background
With short content platforms like Instagram Reels ad Tiktok gaining tremendous popularity, YouTube the music and video giant launched YouTube Shorts, a short, vertical video content platform housed in YouTube mobile app. The tool lets users create videos, add effects, music and upload their own creation.
I Execution
For the launch of the beta version, the plan was to create a video roping in various Youtube creators and influencers doing their thing while the tools of the platform are explored with a catchy original tune, especially composed for this.
The video opens with Jonita Gandhi in a horizontal frame, she reaches out and sort of turns the frame to vertical establishing the fact that your favourite platform is now turning vertical too.
The rest of the video then continues inside a phone screen, taking the viewer through the steps of creating a short video, featuring different creators doing what they do. All the while a supporting voiceover continues.
The scope of work for the entire campaign included conceptualising and producing the video that involved a limited shoot with the creators, considering the pandemic, and design other communication and promotional assets.
I Creator Studio Assets
I Banners
