PORTFOLIO
2025

PORTFOLIO
2025

( CLIENT )

Youth to the People

( DUTIES )

Creative direction Brand Strategy Talent Partnerships

( FIELD )

Beauty + Skincare

( DESCRIPTION )

Developed creative and brand strategy for Youth to the People’s partnership with musician Omar Apollo, merging skincare, artistry, and cultural storytelling. The campaign highlighted self-expression and identity through a lens of authenticity, music, and youth culture. Positioned YTTP as a brand deeply rooted in creative community and emotional connection rather than surface-level skincare narratives. The result was an intimate, art-driven campaign that bridged beauty and culture to strengthen brand affinity among Gen Z audiences.

( PROJECT SCOPE )

Led 360 campaign strategy encompassing creative direction, social-first storytelling, and talent partnerships. Oversaw concept development, visual tone, and content strategy from ideation through rollout. Collaborated with cross-functional teams to translate brand values into a cohesive narrative across digital, influencer, and experiential touchpoints. Directed partnerships and content production to ensure cultural credibility and emotional resonance.

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[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Youth to the People

—

Omar Apollo

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