Beginning in January of 2019, I oversaw video content creation in support of Netflix's main YouTube channel. While they were seeing success from their trailers and talent content, their YouTube had become a dumping grounds for any video created for Facebook or Instagram. Netflix was looking to bring a truly authentic, always-on editorial strategy to the channel in the same way they were doing across social.
To accomplish this, we created lots of fun, non-promotional repeatable formats that were specifically crafted for a younger YouTube audience that Netflix was attracting with their YA titles. We shipped. We stanned. We got thirsty. Additionally, we created new best practices for thumbnail creation, titling and other SEO-based tactics. From supercuts to 5-hour long meditative loops, our content was an instant success on the platform — making Movement Strategy an invaluable part of Netflix's YouTube team.
REPEATABLE FORMAT: Meditative Loops
CONCEPT: A very long-form video — we used some of the most fun, motivating, captivating and, yes, sexy moments from Netflix Originals and turned them into meditative soundscapes and visual screensavers that fans can leave on for hours.
OTHER EPISODES: 5 Hours of the Fab Five, 5 Hour Bubble Bath with the Hormone Monstress, 12 Hours of Dr. Alexei Slurping a Slurpee
REPEATABLE FORMAT: Every "________" in ________
CONCEPT: We created a very YouTube-friendly supercut format that enabled us to have a little fun with the things Netflix characters say and do the most.
OTHER EPISODES: Every "You" in You, Every "Desire" in Lucifer, Every "F***" in The End of the F***ing World
REPEATABLE FORMAT: Battle of the Boyfriends
CONCEPT: We brought this concept to life through an over-the-top, action movie-inspired style that made comparing boyfriends even more hilarious.
OTHER EPISODES: Peter Kavinsky vs. Noah Flynn, Gilmore Girls, Stranger Things
REPEATABLE FORMAT: ________ is a Total Fucking Badass
CONCEPT: To celebrate the awesome female characters across Netflix Originals, we created this format as an eye-catching and cool way to brand our best-of compilations for specific empowering characters.
OTHER EPISODES: Samantha White (Dear White People), Betty Cooper (Riverdale), Nairobi (La Casa de Papel)
REPEATABLE FORMAT: Love Story
CONCEPT: We created this format so we can make very YouTube-authentic fan edits to some of the best relationships on Netflix. No frills. Just high-quality editing that tries to make you cry.
OTHER EPISODES: Rio & Tokyo (La Casa de Papel), Lucifer & Chloe (Lucifer), Archie & Veronica (Riverdale)
REPEATABLE FORMAT: Fake Trailers
CONCEPT: A personal favorite — it's not often you get to give a note to add the words "Pillow Fucking." This new format let us explore some different storylines within Netflix Originals through a YouTube-friendly fake trailer style.
OTHER EPISODES: You & Me (A You Rom-Com)
REPEATABLE FORMAT: Makin' Moves
CONCEPT: Working with footage shot by Netflix, we brought to life this new repeatable format for young talent to be able to bust out their best dance moves.
OTHER EPISODES: The Cast of The Kissing Booth
REPEATABLE FORMAT: Music Lessons
CONCEPT: To show off the musical talent of some of Netflix's biggest stars, we helped craft this new format through interactive motion graphics and an upbeat editing style.
OTHER EPISODES: Charli XCX and Nasty Cherry
