This one was tricky. YouTube wanted to create an integrated ad campaign celebrating three of their top content creators: Bethany Mota, Michelle Phan, and Rosanna Pansino. That's one teen fashionista phenom, one makeup guru, and one duchess of baking. And I was a clueless grown dude!

But I studied and learned. And in the end I found stories about growth, inner beauty, and perseverance — exactly what these young women stand for. 

We unleashed YouTube’s first national rollout, all the while accelerating the profiles of these budding stars to the national stage.