BE@RBRICK:
Creator Edition.
Each year, YouTube honors its most influential creators and artists with a one-of-a-kind, personalized gift — and 2023 was its boldest yet.
We partnered with RINARO ISODYNAMICS ahead of the global launch of BE@RBRICK™ AUDIO, fusing collectible culture with cutting-edge Bluetooth tech. The result: a limited drop of custom neon BE@RBRICK speakers, tailored exclusively for creators.
Each piece featured an engraved channel placard, vibrant colorways, and a personalized stand showcasing fan love and creator stats — all inside a streetwear-inspired unboxing experience.
Part collectible, part speaker, all gratitude. 2023’s creator gift was a statement piece designed to reflect the bold, creative spirit of YouTube’s global community.
By the numbers:
• 1,320 Packages Shipped
• 54 Countries
• 26 Languages
• 2,500 Social Media Mentions
• 4M+ Reach
YouTube
CLIENT
2023
YEAR
Strategy
Creative Direction
Product Design
Experiential Design
Packaging Design + Production
Campaign Assets
SERVICES
Role: Creative Director
Created with ADVOC8; Packaging Design by SO Design
CONCEPT + CREATIVE STRATEGY
For YouTube’s 2023 year-end creator gift, we set out to find a product that felt fresh, future-forward, and universally exciting — something that would appeal across ages, interests, and identities, and ideally spark creators to share it with their audiences.
That led us to BE@RBRICK — a globally loved collectible that bridges the worlds of art, fashion, design, and fandom.
Originally created by Japanese brand Medicom Toy, BE@RBRICKs have become cultural icons with high-profile collaborations spanning luxury fashion houses like Chanel and Dior, streetwear giants like BAPE and KAWS, and even Disney and Pixar licenses. Their versatility and visual impact have made them must-have collectibles across generations — from hardcore collectors to casual fans. This made BE@RBRICK the perfect canvas to gift creators.
To level it up, we partnered with RINARO ISODYNAMICS on the launch of the first-ever BE@RBRICK™ AUDIO. Reimagined as a high-design speaker, the iconic form merged form and function in a way that felt both unexpected and undeniably cool.
PRODUCT DESIGN + PERSONALIZATION
To make the gifting experience truly personal, we designed three exclusive neon colorways that stood apart from the neutral tones of the public release.
Each BE@RBRICK™ AUDIO was customized with thoughtful details celebrating the individual creator — including their channel name, the year they joined YouTube, and a YouTube logo placed proudly on the chest.
The transparent body showcased the speaker’s internal components, while custom-colored elements like the ears, legs, and silicone eye cap gave each figure a vibrant, one-of-a-kind personality. Every design choice was intentional, merging tech and storytelling to reflect the uniqueness of each creator’s journey.
The result? A personalized, tech-meets-art gift that creators couldn’t help but unbox, post, and talk about.
THE UNBOXING EXPERIENCE
The unboxing journey was built to feel exciting and share-worthy from the first moment.
Inside the sleek outer sleeve, a magnetic box reveals the BE@RBRICK™ AUDIO front and center, secured with a bold YouTube-red seatbelt — a nod to the futuristic, streetwear-inspired theme. Precision-cut foam cradles the figure, ensuring every detail arrives intact and presentation-ready.
The packaging itself was a layered design experience, combining tactile finishes like a 3-dimensional print on the design motif (echoed from the BE@RBRICK itself) and an overall soft touch coating. Silver foil details added a layer of luxe, vellum for a futuristic touch, and a minimal color palette to allow the speaker shine.
We personalized each and every package — over 1,300 unique designs - with details like creators’ subscribers and hours watched, along with each channel’s top comments, marked “Fan Love.” A custom thank you note from each channel’s manager make it ultra-special.
CREATOR REACTIONS
The annual creator gift smashed expectations.
With reactions lighting up social feeds and inspiring a brand-new wave of content, the YouTube BE@RBRICK drop became more than a gift — it became a moment.
See the hype and watch some unboxings in the wild.
