Future Cream, a first–of–it’s–kind daily moisturizer from Youth To The People.

Leading the Youth To The People creative team, we developed a multifaceted product launch campaign and visual system for the world’s first, daily moisturizer to harness the power of advanced bio–technology and plant proteins, Future Cream. It would signal the arrival of a first-of-it’s-kind product within the skincare world, and went on to win ‘Best of Beauty’ awards and promote significant category growth.

Our approach was to develop a forward–leaning visual system rooted in research, taking cues from the philosophies of Buckminster Fuller, fringe–science theories, and lab environments—all cueing the science–backed innovation of the formula. In signature YTTP fashion, typography also played a key role, with the headline type’s disjointed combination of soft geometry and hard angles conveying bio–technology chains and chemistry markup, while the support script drawn from scratch style handwriting aimed to exude the feeling of developmental notation. Product art direction took on a cleanly diffused atmosphere, and combined structured elements interplaying with organic notes, alongside avant–garde wardrobe styling and a serene confidence from the talent. The marriage of these visual markers projected a near–future world of firmness and intrigue that tied directly back to the product benefits. 

The resulting outputs were widely broadcast across camapign photography, various motion cuts, out-of-home, experiential activations, and beyond—shaping the product’s impact within markets globally.