Casey is the leader of a new generation of creators that do a lot with a little. Ever since he pioneered the vlog, he has been known for creating his own way and never taking no for an answer. After producing a wide range of content and promotions with Casey in 2016, we sought to officially establish his spokesperson status for client and for social creators everywhere at this crucial moment with content that spoke to their creative instincts, their ambition, and their perseverance. All our previous efforts built to this moment, to a new motto for Casey and client, and to a new way to think about branding, with consumers’ voices as the central, driving inspiration: Do What You Can’t.

We kicked off the new year with a statement TV spot and accompanying teaser and behind-the-scenes videos on Casey’s YouTube channel during the 2017 Academy Awards. These pieces handed the mic to Casey and his fellow creators, putting their lives and work front and center, and boldly set forth clients pledge to help creators change what’s possible: Do What You Can’t. This was followed up by A Night for the Rest of Us, an event at Lincoln Center celebrating creators, hosted by Casey himself. The event gave client’s yearly product reveal a bold new purpose to not just serve as a corporate promotion, but as an opportunity to share and honor the work of the creative generation’s best and brightest.

The Do What You Can’t campaign, only just getting started, has so far garnered more than 124 million impressions, 4.7 million engagements, 25 million video views, and, most importantly, renewed enthusiasm and trust from the tech-savvy, energized creators who will define the next generation of storytelling and invention. The initiative provided and will continue to provide client an authentic, effective way to advocate its support for creators in countless venues and in front of all kinds of audiences.