Adventure YouTuber Eva Zu Beck brought me on to conceptualise and produce a new long-form content property, Unplugged: a secondary YouTube channel and newsletter designed to extend her audience beyond adventure storytelling into critical cultural discourse.

The challenge was to translate complex, research-driven ideas into engaging, accessible digital content that could live across platforms, build trust with a new audience, and scale sustainably over time.

As creative producer, I helped shape the editorial direction and format, developing a content system that blended thought-leader interviews, peer-reviewed research, and narrative storytelling. Topics ranged from gender norms and state influence on childbirth rates to cultural histories of everyday objects; all designed to provoke curiosity without alienating a mainstream audience.

Alongside editorial and production, I led the visual design and content strategy of the channel, establishing a cohesive identity across video, thumbnails, and social platforms.

The project launched with immediate traction. Within the first 24 hours, Unplugged gained over 30K YouTube subscribers and 10K Instagram followers. Since launch, the channel has generated 1.2M+ views and 50K+ subscribers, with evergreen content continuing to drive engagement and community growth since the production end.