The construction of contemporary culture
Pharus has been invited by Google to create YouTube’s insights book second edition. Our first challenge was in 2016, when we showed the power and relevance of that platform from the creators’ point of view. After a year, we turned the focus to the audience, showing the platform’s impact on consumption and behavior.
The juxtaposition of the audience’s images, the creators’ and also the images of the content, translates how much those territories coexist in symbiosis – it is often even difficult to separate them.
Graphically, the book divides the subjects (Music, Gastronomy, Gaming, Fashion & Beauty and Soccer) by colors and icons, resulting in multiple possibilities of interpretation and navigation. You just choose a starting point and hit play.
The content was built on ethnographies conducted by Alexandria and on Google’s and REDs’ insights. Everything was sewn by Pharus’ content team with the care of valuing real people stories. Because being human is precisely what inspires the human beings themselves.