One View Can ▷ 

YouTube Creators for Change is an ongoing global program dedicated to highlighting positive videos on YouTube that tackle difficult social issues, promote awareness, and inspire empathy. Chosen for their passion and dedication to creating social change, the 50 creators of the 2018 class take on topics like hate speech, xenophobia, racism, homophobia, and bigotry.

We created a campaign around these films with a TV spot, 8-page spread in the New York Times, and over 500 pieces of content in 14 languages across all social platforms.

The result was a message of empowerment:
one view can create change, and that view could be yours.

Below is the TV Brand Anthem that ran nationally.

Winner of Shorty's Social Good Best Use of Video
Winner of Shorty's Social Good Best Use of YouTube

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

One view has great power. It can open minds, move a generation, create change. Throughout the TV spot we featured all 50 creators as well as other change makers and trends that went viral, made their starts, or sparked emotion on YouTube such as Malala Yousafazi, Troye Sivan, and Double Rainbow. 

Creating a visual nmeonic where the YouTube lozenge acts as an arrow, we cycled through each individual creator's cause. As each cause changed, we cut to the matching footage.

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

Teaser trailers were made for each creator in their native language. In addition, each creator was photographed on a deeper shade of YouTube Red to reflect the serious tone of the subject matter of the videos. These assets were used throughout social media and press.

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

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For the New York Times, we created an 8-page spread showcasing the Creators for Change on the cover as well as interviews and quotes from the 7 U.S. creators on the inside.

Additional print ads were featured in other publications that document culture and change such as The New Yorker, Politico, and The Wall Street Journal.

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

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Finally, to get viewers involved, we created a social campaign launching on The International Day for Tolerance. Through a Twitter hashflag that went with #MyViewCan, users around the world were able to share how they could create change.

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

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AGENCY 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

Anomaly

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

ROLE

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

Senior Art Director

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

CREATIVE TEAM

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

Jane Cronk
Jen Leartanasan
Jezzika Chung
Jessica Trombatore

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

YEAR

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

2019

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

I was on the Anomaly NY pitch team that won Beats by Dre’s business for their launch campaign of their first suite of wireless products under the Apple banner. Below you will find an established creative direction in the pitch work, and how it translated to produced deliverables. The final global campaign included photography, launch films, social content, and digital design featuring Michael Phelps, Karlie Kloss, Pharell, Nicki Minaj, Miyavi, Sayo, and Amber Rose amongst others. 

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