The Brief

YouTube Shorts is a feature on the YouTube app that allows users to create and share short-form videos with music and special effects. It is designed to be used on a smartphone, and the videos can be up to 15 seconds long. YouTube Shorts is similar to other short-form video platforms, such as TikTok, and it is intended to make it easy for users to create and share videos quickly and easily.

The ad campaign accompanying the roll out of YouTube Shorts focused on the unique value that YouTube Shorts provided over other short-form video platforms, which is that creators would have access to the vast library of content already on the main YouTube site. We were tasked with creating a series of videos for both broadcast and digital distribution that would showcase how existing content could be used to create videos using YouTube shorts.

“YouTube Shorts gives everyone the opportunity to have all the fun of short form video in a way that can only be done on YouTube. In one of our biggest brand marketing campaigns to date, we are leaning into ‘The shorter side of YouTube’ to show just how easy and fun it is to watch and make YouTube Shorts. Anyone can create Shorts using music from today’s leading artists like The Weeknd and Doja Cat in addition to other videos only on YouTube.”

Jodi Ropert, Vice President, YouTube Marketing