YouTube TV

LLM Messaging • Prompt Design Lead

about the brand

YouTube TV is YouTube’s streaming service available in the United States. Unlike the “premium” version we’re familiar with in some other countries, it works as a full streaming platform, closer to services like Netflix or Prime Video, combining live channels with on-demand content.

It’s a well-established brand, with a clear identity and a consistent way of communicating with the North American audience.

challenge

The challenge was to train a proprietary LLM to generate paid media assets (both static creatives and video scripts) while staying consistent with the brand’s style guide. In practice, that meant making sure the AI didn’t just “sound okay,” but actually respected the brand’s tone and nuances.

solution

To get the project not just off the ground, but running smoothly, the focus was on structuring templates and processes together with the content team.

From there, I developed prompts and guidelines, both for creating new prompts and for defining what actually makes a strong set of messages.

This involved working closely with designers and account managers, making sure everything worked in practice, regardless of who was writing the content.

Technical sheet

Agency

Hogarth

Copywriters

Maria Paula Abreu

Camila Montonari

Stephanie Espindola