About me
I am a designer and storyteller focused on building campaigns that celebrate identity, emotion, and visual impact. My work blends cultural research, expressive design, and narrative thinking to create concepts that feel alive and intentional. I believe campaigns should do more than sell, they should inspire connection, encourage self-expression, and reflect the communities they speak to. Every project is an opportunity to shape a visual world that means something.
CAMPAIGN
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CAMPAIGN 〰️
e.l.f
Gen Z lives in two world: the digital where they are fearless and the real world where judgement is louder. Bold, colorful makeups thrives on their screen yet rarely leaves the house. The gap between digital confidence and real world expression creates an issue where individuality and confidence flourishes on screen, but becomes muted, neutral and self-concious in real life.
Insight
60% of Gen Z struggle with self confidence around appearance.
(Mckinsey Youth Confidence Study, 2024)
72% of consumers try bold looks on filters but dont recreate them in real life due to fear of judgement.
(Statista Beauty Insight, 2023)
Solution
Gen Z lives in two world: the digital where they are fearless and the real world where judgement is louder. Bold, colorful makeups thrives on their screen yet rarely leaves the house. The gap between digital confidence and real world expression creates an issue where individuality and confidence flourishes on screen, but becomes muted, neutral and self-concious in real life.
Problem
Gen Z lives in two world: the digital where they are fearless and the real world where judgement is louder. Bold, colorful makeups thrives on their screen yet rarely leaves the house. The gap between digital confidence and real world expression creates an issue where individuality and confidence flourishes on screen, but becomes muted, neutral and self-concious in real life.
Target
ZARA
ZARA
Problem
The rise of "quiet luxury" and dominance of neutral aesthetics has created a sense cultural uniformity in Gen Z's everyday style. Although this generation fundamentally desires individuality and authentic self expression, the aspirational appeal of monochromatic minimalist pressures them into choices that feels dull, uninspired, and indistinguishable from the crowd, leaving little room for personality and creativity.
Insight
“...wearing neutrals generally makes you blend into your environment, both visually and emotionally. Blending is a good thing when you don’t want to defy your environmental norm.” -you look fabulous
“Creates a capsule wardrobe: Neutrals are the foundation for a capsule wardrobe, where a few versatile pieces can be combined in many ways, as suggested by principles like the "3-3-3 Rule".
Solution
This campaign positions patterns and colors as the ultimate, accessible form of authentic self expression; brought to life through clothing designed for everyday wear. It invites Gen Z to find comfort and confidence in bold style by drawing from global cultural influence, street fashion, and subcultural aesthetics. By celebrating the richness of pattern, texture, and visual identity across communities, the campaign reframes color not as something risky but as a natural extension of personal style. Through wearable, versatile pieces that turn inspiration into outfit. This campaign encourages Gen Z to bring bold expression into real life, not just their feeds.
Target
Age 16-25 gender inclusive, who navigates school, career and social identity formation. They experiment with style as a form of identity. They live in urban, suburban that thrives on trends. Gen-Z are media consumed due to fast trendy fashion, inspiration platforms.
Psychographics: Gen-z sees fashion as a language, a way to to signal identity, culture, mood and personality without speaking. They crave individuality, but often feel pressured to blend into minimalist trend.
Highly influenced by visual culture, micro trends and style creators.
Inspiration comes from global street wears, DIY aesthetics, creators from different regions and niche subculture.
