The YouTube Shorts Trends it's a campaign crafted to celebrate and highlight the most popular music on the YouTube platform.
The campaign combines familiar digital elements, like Shorts UI cards, with new designs such as rippled cards to represent the growing impact of trending music. The design choices, like artist profile pills and 3D buttons, bring depth and energy to the music while keeping YouTube attribution clear. It's a visual invitation to what's trending on YouTube, drawing viewers into the beat.
The text is designed and animated to fit titling specs, and placed on a mostly white background for clarity. The highlight 'Now trending' is thought to match the background colours for a strong, readable campaign message.
The background colour plays a key role in our YouTube Shorts Trends campaign. We first sample colours from the artist's imagery for a cohesive look. If unavailable, we complement their assets with colours from their palette. This strategy balances each artist's vibe with the Shorts ID branding, creating a dynamic yet cohesive background.
After spotlighting the main artist, user-generated content inspired by the main artist's content can be showcased maintaining the campaign's vibrant flow.
Adding motion boosts the design's energy and engagement. Custom templates make animating easy, keeping the visuals consistent. Designers can quickly add depth and fluidity using predefined animations and transitions, matching our campaign's vibe. These templates were tailored for various locations such as London, New York, and Los Angeles, in different formats.
YouTube Creative Studio (EMEA)
Creative Direction: David Bruno
Design Direction: Kieran Mistry
Brand Design & Art Direction: Alissa Ordillano,
Metteo Maddalena, Will Alexander, Tom Robinson
Motion Design: Rocco Natale
