Challenge

YouTube’s influencers define youth culture. How do we make a press splash around this?

Strategy

Celebrate a new generation of influencers by using one the classic ways to celebrate influential people - a group portrait - but with a modern twist.

Idea

We took 17 creators, put them in the Enlightenment room of the National Portrait Gallery, and commissioned HBO photographer Jim Fiscus to take a unique 360˚ group portrait. (And invited journalists to see behind the curtain).