Youth and Earth

Client: Youth and Earth

Agency: Growthcurve

Role: Lead Producer / Head Of Production

Brief: I was the creative lead on a UGC video series for Youth & Earth's longevity brand, V14. Responsible for end-to-end campaign ideation, from scripting and talent sourcing to negotiations and locations, whilst also defining the tone of voice. The content was crafted to feel socially native across Instagram and TikTok, designed to perform as paid ads whilst remaining informative and engaging.