Hit Pause
YouTube Korea
TEAM Brand Marketing
YEAR 2025
I was a...freelance producer managing the end-to-end hero video production while supporting the GTM strategy.
Background
YouTube’s Hit Pause campaign, launched globally across 75 countries in 2022, is a global digital media literacy initiative designed to help users navigate digital platforms safely and responsibly.
In Korea, the campaign began in 2023 with a focus on preventing the spread of cyberbullying and fostering a healthier online culture. Now in its third year, Hit Pause 2025 centers on the Limit the Spread skillset, using positive commenting to drive real behavioral change among youth.
The 2025 strategy combines high-impact content activations and offline engagement through partnerships with creators, NGOs like UNICEF and Sunfull Foundation, and KOFs—extending its reach and social impact.
Catch all Hit Pause KR campaign videos in the playlist.
Hero Video
*TURN ON ENGLISH CC FOR SUBS
Top celebrity creator Hyeri (2.34M) returned as the face of this year’s campaign, helping extend the reach of HitPause’s key message, Limit the Spread, to a wider public audience.
👩🏻💻 My role: Scripted and shaped the overall narrative and drove end-to-end production — from storyboarding and creative direction to project management and asset delivery — in close collaboration with the YouTube team, agency, and production studio.
Development Process & Experimentation with
Veo3 and Flow
Google’s image and video generative AI tools (Veo3/Flow) were used to visualize the act of writing hate comments in the hero video — symbolizing how online hate consumes both the screen and the self.
For the Positive Comments segment, the production and the YT teams explored several creative directions, expanding on the ink motif from the hate comments scene and building on the sugarkeyboarding ASMR concept. After multiple tests, including my iterations below, the final cut incorporated footage from the Hyeri shoot to better align with the campaign’s tone and emotional impact.
🎬 Tools: Veo3/Flow, Chat GPT/DALL-E
Creating Visual Assets for Campaign Videos
tool: adobe illustrator
Developing the Visual Direction for the Key Visual
FINAL KV - LIGHTFINAL KV - DARK
📌 Brainstorm Together with a design agency, we developed a key visual that centers on the campaign’s core message — positive commenting. The direction focused on a clean, balanced layout where typography feels integrated rather than dominant, incorporating keycap and keyboard motifs to reflect the positive commenting theme while staying true to YouTube’s brand color palette.
my pinterest ideas
Social Media Performance
Campaign videos featuring creators Hyeri, Giant Peng TV (Pengsoo), and Beautyfool collectively reached 1.9M+ views on YouTube and Instagram in 48 hours.