Client: YouTube

Agency: TBWA/Chiat/Day

Creative Concept



For SXSW 2018, YouTube briefed 13 global agencies with one task: retell classic fairytales using YouTube ad formats (one long form, 15 seconds, and 6 seconds).

I was the sole writer on a three person production team without a real budget. Within the span of two weeks, we had to re-conceptualize the story of Cinderella for a modern audience, film, edit, plan out the ecosystem of video ads, and submit. Every favor known to mankind was called in that week.

Out of the 13 agencies that submitted, we were amongst one of the two chosen to have a set piece built into a full photo-opp outside the YouTube House in Austin. An interactive video experience was also built, allowing SXSW attendees to step into the slipper of their choice to view the length of video of their choice.

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