PERSONALIZED PLAYLISTS FOR ALL

PRODUCT CAMPAIGN /
WITH YOUTUBE MUSIC

YouTube Music approached us to help promote updated playlist features, designed to enhance the overall listening experience. With a range of dynamic options—from mood-based personalized playlists to collaborative ones for sharing with friends—YouTube Music aimed to showcase the versatility and fun these updates bring to the platform.

Targeting active YouTube Music listeners, music lovers, and playlist enthusiasts, the goal was to engage existing users while also attracting new ones to explore the app. The challenge was creating short, impactful ads that clearly communicated the benefits of these features in a quick, visually engaging way.

To meet this challenge, we developed a vibrant visual style that highlighted the key features of the app’s UI, ensuring each asset felt fresh and easy to digest. We created banner and video ads that demonstrated how the new features open up exciting possibilities for discovery, creation, and sharing, ultimately sparking curiosity and encouraging users to use YouTube Music.

  • Developed video and static banner ads promoting YouTube Music’s new playlists

  • Design, Art Direction/Concept

Consumption_2.gif
Consumption_1.gif
Creation_2.gif
Improvements_2.gif
Creation_1.gif
Improvements_1.gif

VISUAL CONCEPT /
MAKE IT POP

Drawing inspiration from the idea of "expanding your music catalog," this concept emphasizes key features by making elements within the user interface pop out, directing the viewer’s attention to the core aspects of each new feature. The background incorporates vibrant, fluid vector shapes and patterns that move in sync with the app’s dynamic experience, guiding viewers through the ad in a way that mirrors the seamless, curated music journey they can expect while using the app.

Concept Draft Frames

Assistive Playlists / Easily create your own playlists

1PBanners.png
2PBanners.png

Collaborative Playlists / Collaborate with other music fans

Personalized Playlists / Playlists mixed for you

3PBanners.png
4PBanners.png

Programmed Playlists / Programmatic Playlists, Mood & Genre

5PBanners.png

Composite Layout

Playlist Consumption

Playlist Creation

Playlist Improvements

TEAM
Angela Sturrus –– CREATIVE DIRECTION
Cat Thielen –– SR. ART DIRECTION
Travis Taylor –– COPY
Martin Slomka –– MOTION DESIGN
Tomi Rosanwo –– ART DIRECTION/CONCEPT, DESIGN

GOOGLE WALLET HOW-TO