As the presenting sponsor of New Year’s Rockin Eve 2018, YouTube Music had a backstage pass to performances and interviews with 15 of the year's biggest names in music. We created a way for the brand to highlight their tight relationship with artists on their social feeds: shooting, designing and executing a one-night campaign on @youtubemusic.

2018
Stink Studios

We expanded on YouTube music’s established design language to form a bespoke visual direction, dubbed Portal to 2019.

Our production plan included a detailed content map to aid us in crafting a narrative and visual rhythm through the course of the night. All told, we prepared over 100 assets for Instagram stories/posts and Twitter posts. The coverage generated a total of 76.9K engagements and 4.1M owned impressions, and the Instagram Story retained 96% of viewers over 41 posts.

Earlier in 2018, we executed a similar "second-screen-style" concept when YouTube Music was the presenting sponsor of the American Music Awards. Watch the story archive here.