From filler to fan favorite

How do you capture attention in a chaotic, noisy landscape? When our partners at YouTube asked us to think of a creative way to use empty ad space on their live streaming service, we could have filled it with more noise. But we decided to quietly delight viewers instead.

We thought: “Let’s just keep it empty.”

So we created Zen Moments: a multi-sensory montage of majestic landscapes and calming scenes. This approach served as a tactical departure from the standard commercial experience—offering viewers a mindful pause rather than another distraction. The response was immediate and overwhelmingly positive. In fact, the concept resonated so deeply that YouTube TV eventually created a 24/7 channel dedicated to moments of zen.