YouTube Music:
Project Ichigo-Song
︎︎︎FA2023 c/o YouTube Creative Studio APAC |
︎Art Direction, Design, Content Production | Co-Created with Boxx JP
CHALLENGE
How does YouTube Music break through the noise in Japan’s fast growing music streaming market?
INSIGHT
Farmers in Japan grow their groceries by playing music because they believe it enhances flavor.
IDEA
By partnering with viral sensation Imase (J-Pop’s fastest growing star), we embarked on an experiment: to curate the ultimate YouTube Music playlists to grow the sweetest strawberries. Showcased in a special livestream with farming creators and Imase himself. Engaging fans at our Shinjuku installation and offering 'DIY growing kits' for them to try it themselves
Watch the Case Study ︎︎︎
The Launch ( :60s )
Night Dancer x Project Ichigo
We partnered with Imase to release a remixed version of 'Night Dancer' (100M+ views), aiming to engage fans, promote the playlist, and encourage them to stay tuned to YTMusic and download the app.
THE EXPERIMENT (4 WEEKS)
The Farmers & Setup
We partnered with 0karanougyou - artisanal strawberry farmer from Nikko, JP to blast six playlists on repeat whilst growing their renowned strawberries.
ACTIVATION
DIY Ichigo Grow it Together
Fans can order their own kits to experiment at home (and download YT Music App and play Imase’s playlist on repeat)...
OOH
Tokyu Plaza Giveaway
..or grab them at Omotesando’s
kaleidoscopic entrance.
LIVESTREAM
Imase Goes Live to Taste Test
After four weeks, Imase put the musically-grown
to the test, live on his channel.
Championing BIPOC change makers who are transforming their local communities.
︎ FILM, ART DIRECTION, BRAND EDITORIAL
❋ ROLE: DESIGNER /ACD
Designing visual worlds for Quibi’s flagship original series across show art, marketing & social.
︎ DESIGN SYSTEM, ART DIRECTION, BRAND
❋ ROLE: DESIGNER /ACD
Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design
❋ ROLE: Assoc. content director
Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh
❋ ROLE: creative lead
Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing
❋ ROLE: Assoc. content director
First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.
︎ INTERACTIVE, SOCIAL MEDIA, PR EVENT
❋ ROLE: Creative / ART DIRECTOR
Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
hyping up indie artists worldwide!
︎ Animation, Brand storytelling
❋ ROLE: co-creator / ACD
Reimagining sneaker unboxing culture through a Disruptively Simple AR experience.
︎ SOCIAL, AUGMENTED REALITY
❋ ROLE: Creative / ART DIRECTOR
Amplified Gen-Z women’s voices by celebrating modern-day Kartinis in this People Like Me initiative.
︎ FILM, brand campaign, pr event
❋ ROLE: creative lead