6 Second Films

We were tasked with launching YouTube’s new 6 second pre-roll ad format and proving to advertisers that you can do a ton with those 6 seconds. To begin, we needed to elevate the format from being perceived as a junky “Vine” media to a premium media time that creatives and artists love to use.

YouTube joined forces with SpecialGuest to bring their new six second ad format to life among influential audiences at Sundance and SXSW Interactive.

SpecialGuest curated nearly 20 artists and directors such as Alexa Meade, Sophie Gateau, Hombre McSteez, and Lorenzo Fonda to contribute six second films that show the creative potential of the medium and build confidence around it. We designed and programmed an interactive installation to showcase the films as works of art inside the YouTube house at both events. Each film was a high-impact work of art that demonstrated how, so often, less is more.