YouTube Exhibit

A gallery-worthy unboxing experience for YouTube’s top creators

PARTNERS

YouTube – Brand Team
Advoc8 / &DROP – Experience Agency
SO Dsgn – Design Agency (Packaging)
Petra & Holum – Packaging Manufacturer

STORY

Every year, YouTube rewards its top creators for their creativity, originality and impact to the YouTube community. In 2021, YouTube gifted each top creator with a custom NFT housed in a physical frame.

THE CHALLENGE

The goal was to create a signature packaging experience that would both celebrate and protect this priceless piece 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.

TIMELINE

3 Months – Concept to Shipping

Packaging Design

Visualization

Production Support

Our process

Moodboards

Exhibit

For your public display of artistry and creativity to the world, and for your invaluable contribution to the YouTube community, we’re gifting you this priceless original — worthy of its own exhibit.

Vault

Certified so you know it’s real. Secured so you know it’s safe. The priceless content you create deserves a one-of-a-kind gift, so we went the extra mile to protect it.

Framed

Rare art deserves to be framed and remarkable creators deserve to be celebrated. As a thank you from YouTube, we’ve framed this priceless piece of art created just for you.

Crypto

Often imitated, never duplicated. As a token of our appreciation for your wildly creative and astonishingly rare contribution to the YouTube community, we’re gifting you something almost as unique as you.

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.