youtube x minecraft — Wow Hi Bonjour!

What was the brief?
Help celebrate Minecraft’s 15th Anniversary while boosting creation among one of YouTube’s most camera shy audeince.

What did I do?
Creative Lead (Art Director)

Phase 1 - Minecraft Spring We started off with YouTube’s first ever partnership effect.
Using the technology behind the Google Maps 360 Street View effects, we let everyone step into the world of Minecraft. Want to try it yourself? Visit this link from a mobile device

In just 60 days, we drove 1.92+ million effect creations

and served over 1.3 billion impressions*

but we didn’t stop there...

Phase 2 - Minecraft Rush We took it to the next level with Minecraft Rush, YouTube’s ever gamified effect that brings block-breaking fun to phone screens everywhere. Players race to tap away blocks and share their high scores, all while choosing what they want to reveal.
Want to try it yourself? Visit this link from a mobile device

With the help of some of YouTube’s biggest creators, we drove 7.1+ million creations across 51 countries in 60 days.

Including the highest single day peak creations ever for a YouTube Effect.

... and not to mention landing my first Times Square billboard.

Special Thanks:
Creative Lead (CW): Sydney Gilbert
ECD: Kevin Koller