End of Year Gifting
Global | December 2022
YouTube’s creator community isn’t a mere extension of their brand. They are its heart and soul. To thank them, YouTube pulls out all the stops in a time-honored tradition of year-end gifting.
This time? We crafted a one-of-a-kind analog experience that celebrated each creator’s unique journey — personalized, nostalgic, and designed to feel like a true tribute to their greatest hits.
Metrics
1,361
Total Gifts
23
Language Translations
50
Countries Shipped To
The Experience
Strategy
We began by tapping into the cultural pulse to uncover what fuels creators.
In 2022, a surge in analog appeal stood out—after so much time online, creators longed for something real, hands-on, and nostalgic. Craving balance and inspired by retro vibes, they sought moments that felt personal and tangible. So, we built a strategy around that insight: curating highlights from their channels and transforming them into lasting, physical keepsakes.
Execution
We brought the Creators’ Greatest Hits concept to life with a personalized House of Marley Stir It Up Turntable, featuring each creator’s YouTube channel name.
Each gift included a custom vinyl LP with their favorite music genre, cover art by Mexican illustrator Raul Urias, and a curated tracklist of their top content moments—all packaged in a custom box that doubles as a vinyl holder.
A total of 1,361 gifts were sent to creators in 50 countries, translated into 23 languages to honor the group’s cultural and generational diversity.
Every detail, from localization to production, was approached with care and sustainability in mind.
The Process
Precision in Every Detail
Invites in Motion
Partnering with YouTube, we curated a select list of creators invited to opt into the gifting experience.
We designed a custom registration form where creators shared their standout content, favorite music genre, and personal details—without knowing exactly why.
Behind the scenes, this info powered a surprise layer of deep personalization, turning each gift into a truly one-of-a-kind tribute to their creative journey.
Data Deep Dive
Once the data poured in, we combed through thousands of fields—handpicking each creator’s album jacket details, from top stats to key thumbnails and fan comments.
We vetted every element, nailed translations, and added personalized notes to bring each album jacket to life as a unique tribute to their story.
With the data refined and creative finalized, we completed a final proofing of all 1,361 album jackets before sending them off for print and fulfillment.
Behind the Box
Alongside the album data, we collaborated with packaging and engineering teams to craft the perfect box—one that fits the turntable, showcases the album jacket on unboxing, and doubles as a stylish record holder.
The challenge? Balancing size, durability with eco-friendly materials, and a vintage look.
After months of work, the final handmade design and custom shipping boxes were sent to our warehouse for fulfillment.
Shipped & Unboxed
Once all albums, turntables, boxes, and print materials arrived, we inventoried and assembled fulfillment kits—carefully packaging and labeling shipments bound for multiple countries.
Partnering with logistics experts, we ensured every gift arrived on time for creators worldwide to unwrap a New Year full of surprise.
The Team
Sarah Bohline | Group Account Lead
Matt Bykowicz | Lead Producer
Laura Mullen | Senior Producer
Brandi Paradiso | Event Coordinator
Blair Dempster| Creative Director
Lindi Koprivnikar | Senior Art Director
Candace Solola | Creative Director/Graphic Design
Rotimi Solola | Creative Director/Industrial Design
Britt Brooks | Logistics Lead
Ben Adams | Client and Operations Director
Jeremy Rose| Group Production Director
Alyssa Echols| Production Director
ADVOC8 | Agency
SO dsgn | Box Design
Petra & Holum | Box Manufacturing
Raul Urias | Album Jacket Artist
Visions First | Print Production
Logistics Plus | Shipping & Logistics
Success Mobility | Turntable Distribution
Amoeba Music | Album Distribution
My Role
As Lead Producer, I guided the project and team from kickoff through completion—managing strategy, execution, and delivery across all phases. Key responsibilities included:
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Budget & Timeline Management
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Client Services
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Creative Production
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Vendor Management
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Procurement
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Data Analysis
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On-Site Fulfillment
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Shipping Logistics