By Charlie Ibarra, Co-Founder & Head of Content, Creator Television
Charlie Ibarra is the Co-Founder and Head of Content at Creator Television, the first creator-led streaming network and content studio dedicated to bringing the authenticity and energy of social media storytelling to TV. He’s a former advertising executive turned television screenwriter and show developer, he is now pushing the boundaries of TV storytelling by developing and producing bold creator-led shows.
I was invited to judge this year’s Shorty Awards for the first time, and it was genuinely an honor to be part of the process. As Co-Founder and Head of Content at Creator Television—the first creator-led streaming network and content studio dedicated to bringing the authenticity and energy of social media storytelling to TV—I’ll admit I have a dog in the fight. But that perspective gave me a deeper appreciation for the campaigns that truly understood the evolving role of creators in modern marketing—and a sharper eye for the ones that still treated them like a bolt-on instead of a creative engine.
We talk a lot about creators—but most campaigns still don’t know what to do with them.
Some of the work I reviewed clearly had Gen Z or creator culture in mind… but you wouldn’t know it from how little creators were actually involved. Some campaigns leaned hard on ambition and self-expression, yet barely let digital creators carry that message. Others did better by inviting creators into the fold—but even then, the creator voice wasn’t always front and center. The strongest entries—like AT&T’s Sleep with Rain or QPark’s creator-led content—didn’t just bolt a creator onto the end of a campaign; they let them lead the storytelling—and it showed.
A great strategy can only take you so far if the creative doesn’t show up.
There were campaigns that had the right brief, the right insight, the right audience—but when it came to execution, they stayed in safe territory. Strong strategy and clear purpose only go so far without bold creative choices, like choosing a voice or face that actually commands attention. Someone unexpected. Someone with cultural heat. A few standout entries—AT&T’s Sleep with Rain comes to mind—reminded me that taking a creative swing is still one of the best ways to stand out.
Big numbers are impressive. Emotional connection is better.
Some campaigns racked up huge views or engagement metrics, but they didn’t stick with me. On the flip side, the Derrick Rose tribute campaign kept the creative simple, but the emotion carried it. The lesson? High engagement doesn’t automatically mean high impact. If the campaign doesn’t make you feel something—or at least surprise you—you forget it the second it ends.
Voice matters. Like, a lot.
There’s a reason some of these well-produced, informative campaigns felt a little… flat. The storytelling was fine, but the delivery lacked spark. It made me think: how different would this feel if a socially active digital creator were the face of it? Or someone with a built-in sense of cultural context and trust? Whether it’s B2B or a social PSA, tone and delivery are a huge part of what makes something resonate.
Craft gets noticed. But creative POV gets remembered.
There were some beautifully produced entries,but they felt more like polished case studies than campaigns that truly moved the needle. Meanwhile, something like Just the Facts, even with more restrained creative, had a clear sense of purpose that made it memorable. High production value is great—but if it’s not in service of a clear idea or distinct voice, it’s just background noise.
Judging this year’s entries was a reminder of how fast the landscape is evolving—and how much opportunity still exists for brands willing to take creative risks, center real voices, and treat creators as true collaborators. Through my own work at Creator Television, I’m seeing the creator economy and traditional television begin to merge. That convergence will open up new possibilities for how brands and creators partner, and how stories get told across platforms.
