During my time at Google, I consulted on hundreds of campaigns in the conceptual/pre-production stage. Many brands still prioritize broadcast advertising, resulting in over 70% of ads being poorly suited for the platform (YouTube). My favorite and most successful consultation, which even won a Titanium Lion at Cannes, exemplifies this perfectly. By ensuring the creative idea and vision were flawlessly executed on YouTube, I highlighted the importance of platform-specific details in making or breaking a creative concept.