PERSONALIZED PLAYLISTS FOR ALL
CLIENT /
YouTube Music
ROLE /
Concept, Design
SCOPE /
Bumper Videos, Banners
09
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.
VISUAL CONCEPT / EXPANSION
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.
CONCEPT DRAFT FRAMES
ASSISTIVE PLAYLISTS
COLLABORATIVE PLAYLISTS
PERSONALIZED PLAYLISTS
PROGRAMMED PLAYLISTS
COMPOSITE LAYOUT
PLAYLIST CONSUMPTION
PLAYLIST CREATION
PLAYLIST IMPROVEMENTS
THE TEAM
Angela Sturrus –– CREATIVE DIRECTION
Cat Thielen –– SR. ART DIRECTION
Travis Taylor –– COPY
Martin Slomka –– MOTION DESIGN
Tomi Rosanwo –– ART DIRECTION/CONCEPT, DESIGN