Universal Favourite 16 Universal Favourite Youthforia
Creative DirectorDari Israelstam
Design DirectorAli Ozden
Team MembersKristen Walsh, Leon Shore, Sherry Wang
ContributorsPhotographer - Jamie Heath, Production - Uncommon Agency, Set design - Jordan Gogos, Wardrobe Stylist - Hunter Blue, Makeup Stylist - Vic Anderson & Kim Pham, Hair Stylist - Laura Spinney & Christopher Byrne
As far as brand experiences go, the beauty space is bland. Beautiful people in a beautifully clean studio setting, presenting makeup in the same way for decades.
Youthforia wanted to break the beauty rules for a Gen Z market bored by what’s out there. We rolled out a visual identity dripping in 90s nostalgia that mixes and matches as joyfully as the brand’s product system and gives its audience permission to play with their self-expression.
A makeup brand obviously needs a photoshoot and we knew this one needed to be something special. Working with Uncommon Agency’s Jamie Heath and featuring online icon Lil Ahenkan (aka Flex Mami), we art-directed a lifestyle shoot reminiscent of getting ready with friends for a night out as a teen and all the excitement that goes along with it. A curated mess of posters, glitter and glam, the result was a cheeky, colourful collage of images shot on 35mm, VHS and iPhone — showing just how easily Youthforia can slip into your life and bring you back to your youth.
The shoot took place on a single day, at a single location. The daylight hours allowing us to capture the critical beauty shots, before moving into night, where the real fun happened with lifestyle and brand photography.
The end product was a suite of visually rich photos and video that works perfectly to bring the brand to life across website, advertising, and social.