YouTube Exhibit

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YouTube Exhibit - 2021 End of Year Gift

Partners: Advoc8 Experiential Agency

Artists: Samora Bazarrabusa, Christina Worner, Sharmaine Kwan, Valeria Montero, Dai Dai Tran

Each year, YouTube recognizes the exceptional achievements of their top creators by rewarding them with an end of year gift. In 2021, YouTube gifted custom NFTs crafted by 5 global artists to their top 1,275 creators. In partnership with Advoc8, an experiential agency, we created a signature packaging experience that would both celebrate and protect the priceless pieces of art. Inspired by modern art galleries and museums—we introduced an elevated, clean and minimal gallery aesthetic into the design of the packaging experience.

Our Process

We explored 4 conceptual territories, that each told a unique visual story. Ultimately, we landed on the Exhibit space which inspired the entire visual language and unboxing experience.

Structural Exploration

We conducted an extensive and collaborative ideation process to develop the packaging for the custom NFTs. We explored 30 different concepts over the course of 3 rounds of refinement. The goal was to investigate various narratives related to NFT art and create a multi-layered unboxing experience.

Graphic Exploration

Once we narrowed into the leading box structures, the graphic exploration followed. The goal was to explore the different conceptual spaces and use graphics choice-fully to communicate the Thank You message and enhance the unboxing experience.

Design Details

Once the outer slipcase is removed, the frame automatically turns on, revealing a gallery wall display inside. This display showcases the framed NFT and a placard that highlights both the artist and recipient. The wall features a recessed front channel that makes it easy to access the frame, and a rear port that provides charging cable access. To represent the global YouTube community, the words 'Thank You' have been translated into 19 different languages and placed around the box. Finally the red envelope holds the thank you note and other printed pieces.