A cross-cultural, scalable platform to amplify underrepresented voices.

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.

Year
2023 - Present

CategoryIdentity, Storytelling

Role
Art Director

A versatile and scalable system of templates enriched with hyperlocal design insights.

People like me harnessed the power of our platform to engage URG communities, creating authentic campaigns for

Kartini Day Indonesia
Pride
World Mental Health Day
International Day of Persons with Disabilities

Fostering more than 4.5M brand engagements, across APAC markets

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.

View more here

Social Post-Launch

Social Teaser

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.

A collaboration with Tab Space collective - for artists with disabilities.

A collaboration with Tab Space collective - for artists with disabilities.

A collaboration with Tab Space collective - for artists with disabilities.

A collaboration with Tab Space collective - for artists with disabilities.

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