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 launch campaign and visual system for the world’s first daily moisturizer to harness the power of advanced biotechnology and plant proteins, Future Cream, that would signal the arrival of a first-of-it’s-kind product within the skincare world.

We developed a forward–leaning visual system rooted in research, taking cues from the philosophies of Buckminster Fuller, fringe–science theories, and lab environments. The headline type’s disjointed combination of soft geometry and hard angles conveys a sense of biotechnology chains and chemistry markup, while the support script type is drawn from scratch style handwriting to exude the feeling of developmental notation. Product art direction that’s cleanly diffused and combines structured elements interplaying amongst organic notes, along with avant–garde focused styling and a serene confidence from the talent, project a near–future world of firmness and intrigue. The resulting outputs were broadcast across photography, motion, out-of-home, experiential activations, and beyond—shaping the product’s impact within markets globally.