YouTube has always been popular with GenPop, but APAC’s young adults were starting to question how we show up for underrepresented groups. So we launched People Like Me to amplify individual stories and diverse voices. Minus the woke-washing, of course.
A cross-cultural, scalable platform, People Like Me comes to life in myriad ways —from playlists and on-platform moments, to docuseries and IRL events. This platform brings URG communities and GenPop closer by celebrating our similarities while appreciating our differences. By highlighting the stories of individuals from URG communities, we uphold our commitment to being an open platform for diverse voices while driving empathy and understanding across communities.
2023 - Present
Art Director
- Kartini Day Indonesia
- Pride
- World Mental Health Day
- International Day of Persons with Disabilities
Fostering more than 4.5M brand engagements, across Japan, Australia and New Zealand, Indonesia, and India.
Kartini Day
A docuseries
This campaign embodies this spirit through a tiered ecosystem of content where five Hero Creators' stories inspires tenfold more, creating a ripple effect that ensures true representation and amplifies the voices of all women.
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Pride
Curation of authentic stories
Through a diverse playlist on YouTube - People like me showcase the human side of same and inter-sex couple relationships, fostering understanding and inclusivity.
World Mental Health Day
Trailer video
Reshaping perspectives by highlighting diverse forms of success and advocating for a healthier approach to achievement.
Design Concept: Spectrum
Mental health is a complex interplay of feelings and moods. To represent this, a gradient of colors is used to symbolize the range of emotions experienced by different creators on their journeys. Each creator's niche is highlighted with corresponding symbols.
Int. Day of Persons with Disabilities
Curation of authentic stories
Through a diverse playlist on YouTube - People like me promotes visibility and authentic representation in media, bridging the gap with the genpop through shared interests like beauty, cooking, and sports.
"YouTube: A Safe Space for Creativity"
The design uses drapes and watercolor textures to create an organic, artistic feel. Creators are depicted in a safe space, surrounded by IDPD artists' illustrative elements, embodying a supportive and inspiring environment.