CASE STUDY

Youtube

Festival

Outernet • London

Collaborators + Partners

About

Client

Youtube

Year

2023

Reach

10k+ Viewers

Context and Brief

The YouTube Festival is an annual celebration of the platform and a showcase of its creators, visuals and products to their advertisers.

We were commissioned by Set Creative (creative direction & production) and collaborated with them to create a heavily video-led immersive experience in multiple spaces at Outernet.

Guests moved to the HERE venue, where speeches from YouTube’s key stakeholders and creators took place, followed by a live show with performances.

Services

Creative Direction

Visual Design

Project Type

Cultural Exhibition

Brand Experience

Approach

Creative Vision & Art Direction

Our creative intentions for the Now Spaces focused on taking the vibrancy and boldness of YouTube's Festival branding and creatively evolving the aesthetic into immersive depth installation spaces at a colossal scale.

We wanted to transform the Now Spaces into physical art installations that celebrated the different narratives from the festival. Playing with depth and perspective, we wanted to push the creative artistry, while keeping the branding at its core. It was a careful balancing act to combine these two concepts; making it visually impactful - bringing a 'wow' to the spaces, while making Youtube's narrative information key.

Technical

Technical tests were vital to finding the optimal perspective and depth within the installation screens. It was interesting to see how the scale of the Now Building and Trending spaces impacted the design from installation box spaces to carved cut out brand shapes to gallery architecture.

We really wanted it to feel like a physical art installation so created our digital artwork in the highest resolution possible, combining traditional tools with AI to generate colossal moving images that totally blow away the resolutions of anything we’ve created before.

Thanks to

So great to work with the Set Creative team to help bring this experience and show to life for YouTube.

Team

Tom Bairstow (Executive Producer / Director)
Chris Gaughran (Creative Director)
Lydia Caplan (Creative Lead & Lead Designer)
Alice Ryland (Senior Producer)
Laura Clark (Producer)
Florian Lecoq (Lead Technical Artist)
Dana Couling (Creative Producer)
Alessio Monaco (Motion Designer)
Ash Kayser (Motion Designer)
Aaron Honda (Motion Designer)
Dan Richards (Motion Designer)
Liam Gilheany (Motion Designer)
Misaki Horai (Motion Designer)
Chris Wreford (Creative Development)