Powering YouTube’s Biggest Year Yet

During Upfronts Season – the industry’s biggest moment for connecting with advertisers – YouTube needed to cut through with work that felt urgent, iconic, and native to culture.

Our task was to help reframe YouTube as the platform for influence and energy, not just reach. As both creative and production partners, we developed and delivered a full multi-format campaign that combined strategic positioning with visual storytelling, bringing “There’s Only One YouTube” to life in a way that couldn’t be ignored.

The campaign was born from a clear gap: advertisers believed YouTube delivered quality, but not excitement. Yet the most electric cultural moments – the faces, the fans, the formats that break the internet – are happening on YouTube. The insight? Show, don’t tell. Instead of proving relevance, we made viewers feel it by leaning into the visceral power of thumbnails, reactions, creators, and the fandoms that fuel them.

From New York to Cannes, the OOH campaign lit up NYC during upfronts season and the International Festival of Creativity in France. Running across print, social, digital, and OOH, the campaign reminded audiences everywhere that culture is made on YouTube.

“There’s Only One YouTube” was more than a line—it was a reminder to the industry that the platform isn’t just where culture lives, it’s where it begins. The campaign re-energized YouTube’s presence with advertisers and creators alike, turning attention into advocacy and reaffirming its role as the home of modern culture.