Working within the Google-YouTube ecosystem, this project involved rapid creative iteration and testing of the YouTube Shorts platform to increase visibility, engagement, and relevancy in the crowded short form video marketplace. From developing creative and platform strategies, to providing extensive creative insights, optimizations, and strategic audits, a full team-embedded approach was applied to taking YouTube Shorts to the next level. Through applying a performance mindset to the creative space, this resulted in a 15% improvement to campaign efficiency while providing statistically backed guidance for asset development and deployment.