As the presenting sponsor of Dick Clark's New Year’s Rockin’ Eve—the annual broadcast culminating in the iconic Times Square ball drop—YouTube Music sought to create a social experience to share their all-access pass with their own followers. We shot, designed and delivered a one-night campaign on @youtubemusic that highlighted their exclusive access to performances and backstage interviews with 15 of the year's biggest names in music during the 5 hour event.

To create this campaign, we expanded on YouTube music’s established design language to form a bespoke visual direction. Through typographic animations, metadata tickers, and graphic lighting details, we shaped a global perspective on this collective moment in time, celebrated in music.

The content was constructed from a set of flexible motion templates for footage and stills. Our motion framework — titled Portal To 2019 — consisted of animation gestures inspired by the idea of closing a door on the past and stepping confidently into the future.

As we developed creative and captured footage, we outlined 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 and posts, as well as for Twitter.

Altogether, this design-led approach to the social broadcast shaped a companion content experience that elevated and dimensionalized the live event. The coverage generated a total of 76.9 thousand engagements and 4.1 million owned impressions, and the Instagram Story retained 96% of viewers over 41 posts.