ATL photography campaign with Ewen Spencer, celebrating YouTube's diverse talents, thriving at the heart of Europe’s Creative Economy.


What we did

YouTube Creator Campaign

People all over the world have used YouTube to follow their passions, connect with others, and develop economic opportunities for themselves and their communities.

They are a new generation of diverse talents, thriving at the heart of Europe’s creative economy.

We helped YouTube celebrate this Creative Economy, showing how the platform has enabled people from all walks of life to make a career creating content. All with help of acclaimed British photographer, Ewen Spencer.

Cross Europe Campaign

Run across the UK, Germany and France, we’ve captured and championed 25 of YouTube’s most inspirational Creators.

But no matter how different they are, they all have something in common. They are all driven. They are all determined. And they have all benefited from being on YouTube.



Million Subscribers

From out of home to phone

The ATL campaign — in collaboration with Studio Nari and YouTube Creative Studios — used still photography across out of home billboards, press and social.

In striking monochrome, the photographs show each of these inspiring creators in their own environment, emphasising the diversity of their cultural contribution.

Hyper localised adverts

Alongside the campaign running Europe wide in OOH UK/Paid Social, we also made hyper-local placements heroes featuring creators in their hometown. From Robbie Lyle in London, to Rick Shields in Manchester, we made sure we covered every part of the UK.

After all, the rich and diverse culture which makes up our DNA occurs across the country. YouTube's simply allows them to reach further afield.

Capturing creators

As mentioned, the project — in collaboration with Studio Nari and YouTube Creative Studios — was to be an ATL campaign using still photography across OOH, press and social. Everyone agreed that there was one photographer whose skills and approach were perfectly suited to the brief: Ewen Spencer.

We’d long been admirers of Ewen’s photography. Indeed, a copy of his book Open Mic takes pride of place on our office bookshelves. Over the past two decades, his body of work has positioned him as one of the key chroniclers of British youth and club culture.

The way he captures people just has this raw and unguarded quality, and that was a perfect fit for the YouTube shoot.

Nick Warry – Producer

A fifteen year partnership...

Throughout the past 15 years, YouTube have always been one of our closest partners. So, when they approached us to help on a campaign that would showcase some of the incredible talents who have built careers on the platform, we were excited.

After all, we're no strangers to celebrating YouTube's community!

Check out the amazing work we did with YouTube Music, spotlighting YouTube Music's favourite artists, albums and awards with assets across Europe and America. Or our first YouTube Book, celebrating YouTube’s diverse and creative community across Europe