David Badounts is a Creative Director for major brands.
Tasked with unifying YouTube's global social presence into a system that was consistent, creator-first, and culturally aware, we developed a scalable content and design strategy across YouTube Music, Core, Gaming, Family & Friends, and the EMEA market. With over 500 million followers across platforms, the goal was to keep YouTube at the center of cultural conversation while staying authentic to its community and creator-driven roots. Our approach combined agile editorial planning, platform-native execution, and a tone designed to meet the speed of social.
In parallel, we elevated the visual identity across channels by introducing expressive typography, gutsy layouts, and motion-forward design tailored to Gen Z attention patterns. A major milestone was the complete rebrand of YouTube Music's social presence, resulting in a 28 percent lift in engagement and a 40 percent increase in video views YoY. This system extended into large-scale cultural activations including Coachella, BTS's album drop, VidCon, Women's History Month, Pride Month, and Black History Month. These efforts generated over 2 billion impressions and drove significant gains in reach and sentiment.
The overall initiative contributed to YouTube's broader platform growth and strengthened its presence across an increasingly fast-paced digital landscape. Internally, it was recognized as some of the agency's most impactful creative. Through thousands of evergreen and tentpole assets, we helped shape a unified, modern social presence that reflected YouTube's leadership in storytelling, design, and cultural relevance.
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Role: Social + Creative Director
Client: YouTube
