YouTube approached us to create a series of templates and filters to continue building their expansive suite of tools for creators. After a period of research and development, we surmised that users in 2024 were interested in filters that were subtle, evergreen and trend forward. We found that creators currently lean towards more natural, authentic and genuine expressions that are less obviously filtered.
With these findings in mind, we set out to provide creators with filters that subtly call back to nostalgic aesthetics and themes while simultaneously feeling contemporary; and provide them with tools they’ll be excited to use in a variety of situations and for a wide range of purposes.