MASHED
Mashed was Channel 4’s animated YouTube channel focused on video games and internet culture.
Client
Channel 4
Brief
Grow a youth audience of men aged 17-30
Approach
I co-led animation production and ran the YouTube channel (I wouldhit upload, write descriptions, reply to comments and stare at metrics). I directed animation, created sound design, VFX and 2d animations, wrote scripts and even made songs. Our work ended up on Channel 4’s on-demand channels and we produced content for major game releases with Ubisoft, Bethesda and Digital Extremes.
Results
Mashed became, and still is, Channel 4’s most successful YouTube channel. While it primarily targeted a British audience, it built and sustained a global following. During my time there, the channel grew from 50k to over 1 million subscribers and reached more than 300 million views. Mashed is no longer owned by Channel4.
Evaluation
It was one of the first jobs I genuinely loved. I was young, with a lot to learn, and I learned fast. Looking back, some of the work feels a little rough around the edges, but it gave me the foundations to lead creatively, to write and direct, and to build the skills I still rely on as a creative and storyteller.
During my three years at Mashed and Channel 4, we released hundreds of videos (about 1 a week). Here are a handful of my faves, but please get in touch if you would like to see more.