YOUR NEXT MOVIE NIGHT
STARTS HERE

YOUTUBE

AWARENESS CAMPAIGN

VIEW WORK
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THE CHALLENGE

YouTube houses thousands of movies available to rent or buy, yet remains invisible in the consideration set when users seek film content. Audiences default to Netflix, Hulu, or Disney+ without realizing YouTube offers movies with no subscription required. The brief: raise awareness and drive traffic to the Movies homepage through bumper ads and banner placements that could cut through the platform's user-generated content ecosystem.


STRATEGIC APPROACH

The design challenge was twofold: signal credibility as a movie platform while remaining native to YouTube's environment. Initial explorations leaned heavily into film language (film strips, director's cues, cinematic overlays) to appeal to enthusiasts. Through collaborative iteration with the client, we expanded accessibility by introducing TV screen insets and countdown openers alongside the original cinematic references. This hybrid approach created entry points for both film buffs and casual viewers. The modular system was architected to flex across use cases: single releases, multi-title drops, and themed collections like holiday programming.

  • 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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