Project:
Youth To The People:
Future Cream Launch
(2022)

Focus:
Creative Direction
Design Direction
Packaging Design

Youth To The People’s Polypeptide-121 Future Cream—the world’s first daily moisturizer that harnesses the power of advanced biotechnology and plant proteins to strengthen your skin’s barrier, visibly firm, and reduce the look of fine lines.

Leading the YTTP creative team, we developed a multifaceted launch campaign and visual identity system for ‘Future Cream’ that would signal the arrival of a first-of-it’s-kind moisture cream within the skincare world. Through firm visual strategy, taking cues from the philosophies of Buckminster Fuller and fringe–science research, we broadcast communications across photography, video, out-of-home, experiental, and beyond—to enhance the product’s impact within markets globally. 

The future is a bridge that connects all things.

Team:

Creative/Design Direction: Cameron Brocksen
Art Direction: Kimmie Torgerson
Photography + AD: Up Close
Talent: Kokie, Reatchy, MJ, Nadya
Casting: XYNE Agency
Styling: Marianne Dubreuil + Keshia Liverpool
Hair + Makeup: Ronnie Tremblay + Mayillah
Visual Production: Drew Hazelhurst
Creative Production: Nadia Fancelli + Elana Altmann
Design: Stan Wu, Laura Moffitt