YouTube launch recap 2025 campaign
Caviar and MAMA show what your views say about you in YouTube recap 2025 campaign.
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Caviar and directing duo MAMA help you find what your YouTube views say about you, in their latest work for YouTube’s 2025 Recap.
Whether you’re in your Challenger era, or a bona fide serenity seeker, YouTube debuted 12 “personalities” based on your viewing interests and yearlong habit evolutions, music listens, gaming history, and more factors, beautifully illustrated by MAMA’s signature wholesome and tongue-in-cheek directing style.
In the ad, every category gets a motif and a dedicated set, from the quad-slapping Self Improver pumping in his home gym, to the Creative Spirit getting her tiny house design on in her house…in a house…in a house, all reflecting the quirks of each group. YouTube Recap revives the pastime of YouTube Rewinds of yore, now bespoke to each viewer, no matter what your feed looks like.
Credits
View on- Agency Client Direct
- Production Company Caviar/Los Angeles
- Director Mama
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Credits
View on- Agency Client Direct
- Production Company Caviar/Los Angeles
- Director Mama
- Executive Producer/Managing Director Michael Sagol
- Executive Producer Salim El Arja
- Editing Cabin Edit/Los Angeles
- Executive Post Producer Brittany Carson
- Head of Post Production Liz Lydecker
- Post Producer Alexandra Hooker
- Editor Greg Scruton
- Assistant Editor Allyson Nicholson
- Head of Post Production Corentin De Saedeleer
- VFX Loom Post
- Executive VFX Producer Terry Huynh
- Color Loom Post
- Creative Director Michelle Crossman
- Senior Copywriter Ivan Whitted II
- Producer Pamala Billman
- Creative Lead-Art Mark Sikes
- Group Creative Lead Nyree Emory
- Producer Jonathan Dawes
- Production Designer Carl Swanberg
- DP Damian Acevedo
- VFX Supervisor Joe Oberle
- Colorist Brandon Chavez
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Client Direct
- Production Company Caviar/Los Angeles
- Director Mama
- Executive Producer/Managing Director Michael Sagol
- Executive Producer Salim El Arja
- Editing Cabin Edit/Los Angeles
- Executive Post Producer Brittany Carson
- Head of Post Production Liz Lydecker
- Post Producer Alexandra Hooker
- Editor Greg Scruton
- Assistant Editor Allyson Nicholson
- Head of Post Production Corentin De Saedeleer
- VFX Loom Post
- Executive VFX Producer Terry Huynh
- Color Loom Post
- Creative Director Michelle Crossman
- Senior Copywriter Ivan Whitted II
- Producer Pamala Billman
- Creative Lead-Art Mark Sikes
- Group Creative Lead Nyree Emory
- Producer Jonathan Dawes
- Production Designer Carl Swanberg
- DP Damian Acevedo
- VFX Supervisor Joe Oberle
- Colorist Brandon Chavez
According to MAMA, YouTube Creative Studio wrote hilarious scripts that jumped off the page, complete with fun, eclectic personalities the duo could sink their teeth into, chock full of practical effects like pyro, people floating on rigs, and the aforementioned giant muscle leg slaps. Mid-production, the duo also ran their beloved city of Los Angeles out of its supply of more plushies, feathers, and geodes. As they dug deeper into each personality type with the agency, the scenes were pushed further, and the spots became even more enticing.
Riffs MAMA, “We were able to bring in the crews we've loved working with for years, building amazing sets and setting incredible looks, bringing in literal tons of hot sauce. It felt like a family reunion/homecoming/fever dream for us. And that’s our preferred state of being.
MAMA, (Mark Potoka and Matt Starr Spicer) began their careers in the ad industry as comedy copywriters before their segue into directing. They made their stamp on the industry with self-funded spec ads shot in their apartments with the virality that made them non-negotiable additions to any comedy roster. They signed with Caviar in November 2024 and have since launched lauded campaigns like Texas Pete’s The Tale of Texas Pete, a time machine for Dave’s Hot Chicken, a truly massive baby for FourLeaf, and many more.
