YOUTH TO THE PEOPLE X SEBASTIAN CURI
Youth To The People (YTTP) is a Los Angeles skincare brand known for its emphasis on clean, vegan, and cruelty-free products. It was founded in 2015 by cousins Greg Gonzalez and Joe Cloyes, drawing on their family’s 40-year legacy in professional skincare and it's growth and presence has been a skyrocket to the world stage.
I was invited by the creative team behind YTTP to collaborate on a series of pieces around the celebration of their acclaimed Superfood Cleanser 10th Birthday. I was told this was not any regular birthday party. This was the mother of parties because this cleanser has been the star product of the brand and a best seller among best sellers.
With a California feeling and a focus on their fans, I drew and drew all over the place. The collaboration is packed with figures inspired in the fans, giant organic products, waterfalls of goop, stars, kale leaves and of course, palm trees-- because let's not forget this is made in Los Angeles.
We worked on a limited edition bottle of the Superfood Cleanser, a series of illustrations that highlight the product, a special edition of their packaging box and short movie that goes deep into the YTTP universe, everything full of whimsical wet bubbly goop-filled ideas.
THE FOUNTAIN OF YOUTH - SHORT FILM
In order to go deep into the world of Youth To The People, we imagined a short movie full of characters, goop and bubbles. What's inside a bottle of this cleanser? Where does the goop comes from? What is the meaning of life? All worthy questions around this celebrated bottle to make this campaign even bigger. The movie follows a kale surfer into this world that mixes funny surreal scenes of daily skin care life. 10 years of skin health were hard to compile into a 30 seconds movie but we put everything: A waterfall of superfoods, highways of goop, golden signs, butterflies, flying bananas and a story crafted to represent all skin tones, all identities, all ages and all passions.
The movie was produced with a team of frame by frame animators that helped put this massive endeavor in the span of a couple of weeks and was shown on a variety of digital venues, it even took over Times Square in New York City during the weeks of the launch.
This movie is a celebration of the brand, composed of a thousand little jumps of joy made with careful frame by frame animation with a team of incredible animators. Each character, leaf and asset we created were meticulously examined and pressure-tested. From palm trees to handmade lettering, the concepts are all designed to create a journey of epic proportions. This animated anthem that synthesizes the brand's ethos around superfood and beauty emphasize the pros of skincare with Californian flavor.
Client: L'Oreal
Brand: Youth To The People
Brand: Youth To The People
VP Global Marketing: Devit Ferrara
Director of Creative Operations: Bel Imbassahy
Art Director: Laura Moffitt
Producer: Kelly Troung
Videographer: Stanley Wu
Animation Team
Animators: Khylin Woodrow, David Stumpf, Angela Stempel, Melisa Farina, Felipe Pellisser Albergard
Clean Ups: Javier Ibanez, Emilia Abot, Florentina Gonzalez
Artist: Sebastian Curi
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