While working with The Community, Yoav Attias was creative director and lead documentarian for Best for a Good Reason, a campaign told through the words and actions of the people who build the network.

A campaign of over 50 videos, Best for a Good Reason was seen over 160 million times online and on national TV, including throughout the World Cup. The ads had an impressive completion rate of ~60% while the overall average for YouTube was ~20%. When the spots were market-tested, one of the main reasons people said they watched the ads all the way through was because they didn’t think they were ads.