YouTube / Ad Council

AMP was selected to participate in the 2019 YouTube South by Southwest (SXSW) Creative Agency Challenge. The task: leverage YouTube and Google data to create two pieces of skippable YouTube content for She Can STEM (selected by the Ad Council) to empower parents to encourage their daughters’ interests in STEM.

My team worked with YouTube and Google to identify two audiences. We then tapped into their interests and intent signals, based on how they’re using Google and YouTube, to directly inform our creative storytelling.

My team pitched nearly twenty conceptual directions for this spot before landing on this one. I came up with the winning idea, wrote the scripts, assisted in casting actors that could all feasibly be the same person, and got to visit some turtles in rehab.

This project was incredibly rewarding, got picked up in Ad Week, and was truly a labor of love.

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