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. 






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




Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh ❋ ROLE: creative lead




Netflix ID
Ketayangan

Inspired by Pasar Malam (Night Market), casted look-alikes to celebrate Netflix ID’s biggest stars in this beloved musical for the EOY celebration.
︎ FILM, social ❋ ROLE: ACD




Championing BIPOC change makers who are transforming their local communities.
︎ FILM, ART DIRECTION, BRAND EDITORIAL ❋ ROLE: DESIGNER /ACD




Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing ❋ ROLE: Assoc. content director




Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design ❋ ROLE: Assoc. content director



Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
︎ Animation, Brand storytelling ❋ ROLE: co-creator / ACD





First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.
︎ INTERACTIVE, SOCIAL MEDIA, PR EVENT ❋ ROLE: Creative / ART DIRECTOR




Salam Kenal!


︎  ︎


@2024 George widodo
Singapore, Singapore