The Analog Horror Project

Analog horror filmmakers bravely experiment with their storytelling on YouTube and collectively define what makes up the genre, subverting modern expectations.

YouTube has been a notable home for creators and content within the Analog Horror subgenre. This project sought to cement YouTube’s status as the definitive hub for horror storytelling, especially among Gen Z. There was delicate care in approaching this work in a way that felt authentic to the fandom rather than commercialized. 

As the lead on editorial storytelling, I pinpointed that in order for this project to feel authentic, we needed to leverage elements that make Analog Horror so special and that’s its genre-specific tropes, uncanny nostalgic aesthetics, and immersive world building. In collaboration with the Brand Marketing team and our creative agency partners, I worked on ensuring the narrative was consistent with our data-driven research throughout production.

Achievements include:

✦ Garnered 14M total views (5M in the first week) and became the most viewed video on YouTube’s official channel in 2024.

✦ Received 36% Gen Z viewership, surpassing the target demographic.

✦ Nominated for a Webby Award in Video & Film (Weird).

✦ Became a finalist for a Shorty Award in Use of Viral Content (Long Form Video).