YOUR NEXT MOVIE NIGHT
STARTS HERE

YOUTUBE

AWARENESS CAMPAIGN

VIEW WORK
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THE SITUATION

YouTube has thousands of movies available to rent or buy, but hardly anyone knows it. When people want to watch a new release or revisit a classic, they default to Netflix, Hulu, or Disney+ without realizing YouTube offers movies too (no subscription required). YouTube needed to raise awareness and drive traffic to the Movies homepage through engaging bumper ads and complementary banners that would appear alongside regular video content.


The APPROACH

The initial concept was rooted in film language itself: film strips, director's cues, cinematic overlays. Elements that would make movie lovers feel at home. Through collaborative iteration with the client, the approach evolved to balance that cinematic authenticity with broader accessibility. The final system incorporated TV screen insets and a film countdown opener alongside the original film references, creating an entry point that worked for both film enthusiasts and casual viewers. The modular design adapted seamlessly across single releases, multi-title drops, and themed collections like holiday films.


THE IMPACT

Delivered 30+ videos and a scalable template system YouTube continued using long after launch, plus complementary banner ads. The campaign successfully repositioned YouTube as a credible movie destination beyond its reputation for user-generated content.

  • Conceptualized and designed a series of bumper ads and static banners to promote movies streaming
    on YouTube

  • Art Direction + Concept / Design

BBFL.gif
Countdown.gif
SMFFH.gif
TV_Frame_Example.gif
JBNL.gif
Comp_Frame_Example.gif

DIRECTOR’S CUT

The visual concept of this campaign was deeply rooted in the world of film, emphasizing the film industry through deliberate references to equipment, overlays, and design patterns often seen in entertainment. These elements were brought to life with fluid motion, smoothly transitioning between movie clips
and visuals.

Style frame exploration below.

MOODBOARD

TVOD_MovieNight_Concepting_Boards_Frame-6.png
TVOD_MovieNight_Concepting_Boards_Frame-2c.png
TVOD_123_v4.png
TVOD_123_v2.png
TVOD_30_MultiRelease_Boards_Frame-18.png
TVOD_15_MultiRelease_Boards_Frame-2.png
TVOD_123_v1.png
TVOD_MovieNight_Concepting_Boards_Frame-4.png
TVOD_15_GeneralStoreFront_Boards_Frame-5.png

VIDEO & BANNER ADS

We were tasked with creating four types of video ads for the campaign: General Storefront, Multi-Release, Single-Release, and Themed (e.g., holiday films).

All ads were designed to align with the modular visual concept we developed.

BANNERS

GENERAL STOREFRONT

MULTI RELEASE

SINGLE RELEASE

TEAM
Angela Sturrus –– CREATIVE DIRECTION
Travis Taylor –– COPY
Martin Slomka –– MOTION DESIGN
Maggie McNarama –– MOTION DESIGN
Cat Thielen –– DESIGN
Kelleigh Swaim –– PRODUCTION DESIGN
Tomi Rosanwo –– ART DIRECTION/CONCEPT, DESIGN

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