YouTube
Understanding The Creator Economy

In 2021, YouTube’s creative ecosystem supported more than 425,000 full-time jobs and contributed over $25 billion to the U.S. GDP — yet lawmakers and the general public struggled to understand what it meant to make a living through content.

In a first-of-its-kind, integrated campaign for the Washington Post, we explained the Creator Economy and its economic impact — through the stories of Creators themselves.

Our campaign included:

  • A custom research study by Morning Consult

  • 5 in-depth articles on the Creator Economy

  • A live event at The Washington Post headquarters

  • 4 print ads in The Post

Role: Creative Director, Author

Click an article below to read.