YouTube Shopping

Directed by Salihin Ramli, this campaign for YouTube Shopping—a feature that turns creators' existing content into a direct path to earning—was built around four physical sets constructed from scratch in Vietnam, each one designed to hold two visual worlds: a grounded reality and a more imaginative dream environment for the creator to step into.

Shot across five studio days with creators from India, Indonesia and Korea, the production paired live-action performance with hybrid visual effects to expand each set beyond its physical footprint, giving every market its own distinct look while keeping the throughline consistent.

In practice, that meant scaling a single regional idea into sixteen individual films without ever losing the personality of the creator at the centre of each one.