THE CHALLENGE

YouTube Music rolled out major playlist updates (mood-based personalized playlists, collaborative playlists for sharing with friends, dynamic discovery options) and needed a campaign that would excite both existing users and newcomers about the possibilities. The brief: create short, impactful ads that clearly communicated these benefits in a way that felt as dynamic as the music experience itself. The target audience spanned active YouTube Music listeners, music lovers, and playlist enthusiasts who needed reasons to engage more deeply with the platform.

STRATEGIC APPROACH

The visual concept drew inspiration from the idea of "expanding your music catalog." UI elements literally pop out of the screen, directing attention to key features in a way that feels energetic and inviting. Vibrant, fluid vector shapes and patterns move in sync with the music experience, guiding viewers through each ad the same way the app curates their listening journey: seamless, personalized, alive. This approach transformed feature announcements into experiential storytelling, making the ads feel less like product demos and more like invitations to explore.

EXECUTION & IMPACT

Delivered banner and video ads that demonstrated how the new features unlock possibilities for discovery, creation, and sharing.