To connect with a Gen Z audience that sees straight through traditional marketing, we knew the Streamys needed more than just promotion—it needed to feel like the internet. So we built a campaign that leaned into creator culture, humor, and spontaneity.

We tapped trend-savvy Shorts and TikTok influencers to create original content—from ice sculptures and custom Streamys skits to actual sleight-of-hand magic. On Instagram, we partnered with pop-culture meme authority Saint Hoax, who acted as our real-time correspondent, posting reactive content as the show unfolded. The result? A launch that felt alive, in-the-moment, and platform-native.

To tie it all together, we built a suite of design-forward trailers and motion graphics that spotlighted nominated creators and set the tone for the show. The result wasn’t just a campaign—it was a celebration of the internet, by the internet.

The 2021 Streamy’s became the most successful show in the franchise’s history.

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Role: Director of Brand Social, YouTube
Client: YouTube