Role:
Creative director, production designer, art director
Challenge:
Inspired by New York Creator Summit 2016, design an environment that delivers against YouTube values of simple, clean, relaxed, informal to enable the best creator summit and inform APAC creators that Youtube is the their best digital video content partner.
Insight:
Using the best attributes of cultural Melbourne (until very recently the world’s most liveable city) such as architecture with nearby Federation Square, cafe culture, street art.
Big idea:
Inspired by iconic Melbourne cultural touch points, we created a relaxed environment for our YouTube creators to hang out, get informed and get a flavour of Melbourne. Materials, texture, colour palette and lighting all played an important role in delivering this. The look and feel also gave YouTube creators a great backdrop for them to shoot UGC and selfies to share on their YouTube channel and social platforms.
Outcome:
YouTube leadership team APAC were blown away with the success of Summit Melbourne 2017 and all agreed that the bar was raised from Summit NYC 2016