YouTube came back to us (our fronds keep returning) for another animated accompaniment to CEO Susan Wojcicki's annual community update. The video needed to bring a wide range of 2022 priorities to life, including sustainability, learning, gaming, music, Shorts, YouTube Black Voices Fund, and more transparency and protection for creators.

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Our Approach

This time we took an editorial approach, using subtle design embellishments like overprinting effects and misprint lines to create interesting shapes and textures. The motion technique has an infinite flow with minimal hard cuts, meant to mirror YouTube's autoplay experience: a constant journey of discovery.

On-screen typography was emphasized and balanced to work with Wojcicki's voiceover as see-say content, incorporating into a grid-based design system with color and brand assets. We used lots of actual creator content throughout to further showcase the year's topics and connect the message to real people making real work on the platform. Music by Zing Audio tied the entire video together, incorporating various YouTube artists to keep the energy authentic and grounded.

The Result

A polished, editorially-driven motion graphics piece that communicates YouTube's vision without feeling like a corporate memo. It demonstrates how animation and design can make a brand's annual priorities feel relevant, human, and worth paying attention to.