AI Tool, Software Feature, VEO
YouTube AI
We navigated the unique challenge of creating authentic content to highlight a new AI feature, specific to YouTube Shorts. This meant a highly curated selection of creators already on YouTube Shorts, with cross-channel reach. With Sulfur running point on all things talent related, it was imperative for us to convey how to use the tool and its benefits in a simple, yet engaging way. Finally, we had to ensure technical checks were aligned with YouTube’s product team. All this with the goal to drive usage of the AI Dream Screen feature up.
197%
Increase in Use
30+
Creators
WORK
Strategy, Influencer Marketing, Landing Page, Social Media Content
INDUSTRY
Platform, Social, AI
TALENT
30+
TIMELINE
4 months
REGULATORY
Creator NIL and FTC.
CHALLENGE
Dream Screen was brand new, and the creative ask could have easily veered into explainer territory. The challenge was to make the content feel creative and trend-aligned, not instructional. We needed the AI backgrounds to be the star—without turning creators into product demonstrators.
SOLUTION
We partnered with 31 creators across YouTube Shorts and Instagram Stories. Each was asked to pick a direction: either a 6-second story that used Dream Screen for visual impact, or a reaction-style video where they dropped themselves into an AI-generated world. The creative freedom helped keep the campaign energetic, weird, and varied which matched the experimental vibe of Dream Screen itself.
RESULTS
The campaign helped position Dream Screen as a fun, creator-friendly tool. Even without traditional storytelling formats, the results showed strong audience interest and interaction.
What were the results?
Creators: 31 creators participated using one of the two creative formats.
Views: 35.6 million total views gave the feature a massive on-platform debut.
Likes: 316K+
Followers: 179M
Reach: 641K
Engagement: 1.1 million total engagements confirmed high interaction.
YouTube Shorts new AI feature gained large increase in usage
From alien coffee shops to lava-flooded offices, creators leaned into the bizarre and surreal. The AI-generated visuals sparked curiosity, jokes, and full-on storylines. This unpredictability gave the campaign a unique aesthetic and kept it fun to watch.
3/4
Creators opted to use the 6-second story format over the Green Screen style
Top Formats
“Daydream gone wrong” and “what I asked vs what I got” emerged as dominant creative angles
+87%
Increase in AI-generated content usage on Shorts during the campaign window
Save Rate
Dream Screen videos had some of the highest save-to-watch-later rates among Shorts AI features
Wanna Chat?
hey@thesulfurgroup.com
Los Angeles, CA