Google Canada was hosting an event called YouTube Pulse, aimed at Media Buyers and Creative Directors in Toronto to highlight the advantages of advertising in YouTube over traditional mediums such as television. Labeled, the New Prime Time, these materials needed to communicate the premium quality of this medium to a highly visually literate audience.

Underline, in collaboration with Google Canada’s Marketing Team, came up with a visual approach that would portray the personality behind the personas of some of YouTube’s top creators. Working with photographer Michael Graydon and stylist Nikole Herriott, and developing a custom typeface for the event materials we created a entire visual language that challenges the conventional notions of YouTube programming and content.

The event was a complete success, with media buyers and creative directors in Toronto and other cities requesting copies of the look books. Only days after the launch of the campaign social media has already caught with the campaign’s look. We’ll receive more sales results in the coming months.