To celebrate Minecraft's 15th anniversary, Minecraft partnered with YouTube to create a YouTube Shorts immersive effect called Minecraft Spring. This was the first gaming partnership in YouTube’s history. Fun fact: Guinness World Records dubs Minecraft the best-selling game of all time! With its ever-growing user base, it's one game that dominates the market. Creating designs for this campaign challenged me to think in blocks—literally. Minecraft branding is extensive and centers around blocks, which can make designs busy when you start to build them out.

Finding the sweet spot to showcase both Minecraft and YouTube was tricky. Ultimately, the design worked out, and the team and I were able to create an intuitive design that flexed across different digital channels with ease. This partnership set the tone for future gaming partnerships and opened the door for many more, such as Harry Potter, Roblox, and The Sims!