As the world reeled from another uncertain year of dealing with a global pandemic, YouTube creators harnessed their creativity to inspire the rest of us to keep going. YouTube wanted to send its top creators a gift to return the favor, but no average gift would do. It had to be as exceptional as creators are, push the bounds of what’s been done before, and energize their creative spirit. Five emerging global digital artists created pieces designed to inspire creators and represent the experience of being a creator. Their artwork was fed into a generative algorithm paired with each creator's channel names to produce a bespoke work.

The output of this algorithmic process is titled On Being a Creator, a limited-edition NFT-based physical art collection of 1,250+ remixed, one-of-a-kind works of art. Each piece was minted on the FLOW blockchain and delivered to each creator as an NFT. Partnering with Infinite Objects, a video version of each creator’s NFT was encased in a museum-quality frame. The gifts were shipped in a custom-designed box that converts into a mantel for creators to proudly display their inspiring, new, personalized art.

ROLE
Creative Director
at ADVOC8

Packaging Design
by SO DSGN

WORKSTREAMS

• 1,271 Packages Shipped

• 48 Countries

• 21 Languages

• 2,000 Social Media Mentions

• 3.6M+ Reach