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UK

Contact

General Enquiries
hello@mayda.co

Press & PR
marketing@mayda.co

Careers
talent@mayda.co

President & EP
Zu Al-Kadiri
zu@mayda.co

SVP. Creative Partnerships
Lydia Corin
lydia@mayda.co

New York
55 Water Street
Brooklyn, NY, 11201

Executive Producer
Ian Walker
ian@mayda.co

Director of Production
Georgie Castle
georgie@mayda.co

London
18 Phipp Street
London, EC2A 4NU

Representation

US | East Coast
Simpatico
denise@wearesimpatico.com

Germany
Zauberberg Production GmbH
info@zauberbergproductions.com

Contact

Worldwide →

General Enquiries
hello@mayda.co

Press & PR
marketing@mayda.co

Careers
talent@mayda.co

US →

President & EP
Zu Al-Kadiri
zu@mayda.co

SVP. Creative Partnerships
Lydia Corin
lydia@mayda.co

New York
55 Water Street
Brooklyn, NY, 11201

UK →

Executive Producer
Ian Walker
ian@mayda.co

Director of Production
Georgie Castle
georgie@mayda.co

London
18 Phipp Street
London, EC2A 4NU

Representation

Worldwide →

US →

US | East Coast
Simpatico
denise@wearesimpatico.com

UK →

Germany
Zauberberg Production GmbH
info@zauberbergproductions.com

Bringing YouTube's
Cultural Insights
into Motion

YouTube Google Beach x YouTube

Client: Google

Brand: YouTube

Type: Creative Technology,

Service: Creative Direction, Design, Animation, Creative Technology

To celebrate YouTube’s 20th anniversary, we helped transform the platform’s most powerful cultural insights into a living, interactive installation at Google Beach during Cannes Lions. Designed for brand marketers and creatives, we turned the rhythms of the platform into an experience guests could see, feel, and move through.

Google Beach Cannes Cover

Play Now

Every summer, Google Beach is a hub for the global creative community at Cannes Lions; a place where creators and marketers gather to learn and explore what’s shaping culture. To celebrate it’s milestone year, Google wanted to make YouTube the centerpiece of this year’s Google Beach, and bring its most powerful cultural insights to life.

Google Cannes YT image 6

Google Cannes YT image 6

To do that, we created Culture in Motion; an AI-powered installation that transformed YouTube’s most relevant cultural insights into an immersive, real-time experience. Designed for marketers and creatives, it brought key shifts in online behavior and creative expression to life, turning them into something guests could step inside, explore, and play with.

Google Cannes YT image 13

Google Cannes YT image 13

Google Cannes Collage

Google Cannes Collage

Using motion tracking and generative animation, we built an experience that let visitors activate trend visuals with their own movement. Themes like fandom, creator evolution, and the rise of niche culture unfolded around them, sparking conversations about how these shifts are shaping marketing, content, and creativity.

To make YouTube’s insights feel tangible, we designed a visual system where each red lozenge represented a data point in motion. Like digital fish in an ocean of insights, they swam toward the visitor’s gestures, clustering around key moments. The result: a playful, smart, and unmistakably YouTube experience that gave brand leaders a new way to see culture.