Taylor Swift + YouTube
#TSAntiHeroChallenge
My Role
Concept
Concept
Art Direction
Result
569M Total Views
26M Total Engagements
118K Total Creations
27K Creations from new Shorts creators
569M Total Views
26M Total Engagements
118K Total Creations
4.9K Avg daily creations throughout campaign
27K Creations from new Shorts creators
💡Brief & Idea
To inspire Gen Z participation on YouTube Shorts, we partnered with Taylor Swift to run a multi-platform interactive campaign called # TSAntiHeroChallenge.
We invited fans around the world to share their anti-heroic traits, which was the core part of the title song ‘Anti Hero’ on Shorts.
We invited fans around the world to share their anti-heroic traits, which was the core part of the title song ‘Anti Hero’ on Shorts.
Trailer :30
We kicked this off with :30 ad unit and 6 Shorts from Taylor Swift herself.
In the ad unit executed across the world, we used intuitive two-tone gradient to present Taylor and her fans’ normal side and anti-hero side.
In the ad unit executed across the world, we used intuitive two-tone gradient to present Taylor and her fans’ normal side and anti-hero side.
Shorts
We also made her cat Benjamin’s POV video and it earned love from internet and her fans...
Creation from Celebrities
Brie Larson
Millie Barbie Brown (Seems she didn’t understand the assignment...)
Don Lee