Youtube Recap

A brand first for Youtube with the launch of their global first ever ‘Recap’ campaign, Eva Cremers collaborated with the Youtube team to design and bring to life fourteen ‘personality cards’ creating communities for viewers with similar likes and habits.

Brief

Tasked with creating unique character-like animations for each personality type, Eva worked closely with the YouTube team to develop a direction for each design that people can resonate with and relate to.

The campaign rolled out globally, inviting users to discover their personalised recaps, the rarity of their assigned personality and their most compatible viewing companions.

Approach

An expert at building cohesive brand worlds, Eva's imaginative and playful design style seamlessly intertwined with the personality descriptions to create snapshots of the YouTube recap universe. Drawing inspiration from metaphors for each personality type, Eva crafted her abstract characters to be easily understood while also intriguingly offbeat.

"My goal was to make them feel like true individuals who embodied their written traits, while still belonging to the same cohesive world"

Design

Considering all elements of each personality type, every character was crafted with unique inspirations, textures and organic shapes. Beginning with pencil sketches, Eva explored the essence of each personality card to streamline the visual design without relying on literal interpretations.

“Each character was animated with its own unique movement style to further reinforce its personality, from the calm stillness of the Serenity Seeker to the energetic bouncing motion of the Challenger. I absolutely loved working on this project and it’s amazing to see it now live across the world!”