With so many American Music Award nominees beginning their careers on YouTube, it only makes sense that YouTube Music would be the official presenting sponsor of the 2018 American Music Awards. To bring awareness to the partnership, YouTube Music wanted to capitalize on their insider access to bring exclusive content to their followers. That’s where Stink Studios came in.
Approaching the project with Instagram Stories as our canvas, we created a library of collage templates to prepare for the major moments of the AMAs. Each Story template was unique to the content:
We teased the beginning of the night by following YouTube influencers and creating pre-show content before moving over to the red carpet where we got a closer view of some of the best fashion looks of the night.
Once the show began, we created content around the winners, performances, big speeches, and, of course, exclusive behind the scenes footage.
We were even able to get in a few special shoutouts to YouTube Music!
To capture and release this content in real-time, we created a workflow of camera operators, producers, designers, developers, and directors to give you an all-access look at what you saw on the TV screen to your mobile screen.
And we didn’t stop at just the show. Like every great awards show, we had a SWAG bag that included custom GIFs and screenshot-worthy wallpapers.