director and creative producer: maker of films and images - some serious, some not-so-serious
director and creative producer: maker of films and images - some serious, some not-so-serious
A campaign for Youtube in Germany that tackled the hot topic of misinformation head on. Misinformation is a threat to society. And platforms like Youtube have a responsibility to their viewers, who want to feel assured that they can trust the things they watch.
To show millions of viewers across Germany that they can “watch with confidence”, we broke down all the work YouTube is doing behind the scenes. We built a campaign around the idea of transparency - using red acetate (which hides red-print) in magazine ads across Germany, we led with the provocative line “what happens before you press play?”. Overleaf, the technical details of security checks, moderation and filtering were revealed.