/01 ANTIFRAGILE -COLLECTIVE
Skincare Tribe Report
We were the "Anti-Fragile Collective," a group of students specializing in Journalism, Creative Direction, and PR. Our collective aimed to produce a Tribe report that explored and examined the concept of anti-fragility through the perspective of Generation Z.
Drawing from my expertise in Creative Direction, I collaborated with other creative individuals to design a visually captivating chapter for the tribe report, offering a meaningful response to the essence of antifragility.
/Roles
Co-Art Director
Copywriter
/Category
Research
Layout Design
Drawing from my expertise in Creative Direction, I collaborated with other creative individuals to design a visually captivating chapter for the tribe report, offering a meaningful response to the essence of antifragility.
/Roles
Co-Art Director
Copywriter
/Category
Research
Layout Design
/Team
Co-Art Director
+ Manya Gutgutia
Copywriters
+ Illeana Anne
+ Lara Fortina
+ Princess Schneider
+ Manya Gutgutia
Co-Art Director
+ Manya Gutgutia
Copywriters
+ Illeana Anne
+ Lara Fortina
+ Princess Schneider
+ Manya Gutgutia
/02 RESEARCH
What is Antifragility?
Building upon an anti-fragile manifesto and extensive ethnographic research, our aim was to generate valuable ideas and narratives for Generation Z. Antifragility, coined by Nassim Nicholas Taleb, represents a mindset where individuals turn negative circumstances into opportunities for growth.
To grasp how Gen Z embraces antifragility, I examined skincare trends on popular social media platforms such as TikTok and Instagram, as well as overarching trends within the skincare industry.
To grasp how Gen Z embraces antifragility, I examined skincare trends on popular social media platforms such as TikTok and Instagram, as well as overarching trends within the skincare industry.
/03 CASE STUDIES
Visual Research
Analyzing the behaviors of Generation Z, known for their 8-second attention span, involves examining the methods used to capture their attention, such as visual imagery and marketing mediums employed by brands. This analysis will provide valuable insights into their behaviors and, in turn, inform the Art Direction more effectively.
Gen Z distinguishes between real and fake media, prioritizing self-care and uplifting content over the "Instagram aesthetic." Brands align with these values, creating authentic campaigns that foster self-love and community participation. The "Clear & Clean" visual aesthetic, embraced by brands like Glossier, resonates with Gen Z's preference for transparency. Emerging brands like Squish promote self-acceptance through vibrant and whimsical products. Gen Z's rejection of perfection inspires brands to embrace authenticity and celebrate individuality.
Gen Z distinguishes between real and fake media, prioritizing self-care and uplifting content over the "Instagram aesthetic." Brands align with these values, creating authentic campaigns that foster self-love and community participation. The "Clear & Clean" visual aesthetic, embraced by brands like Glossier, resonates with Gen Z's preference for transparency. Emerging brands like Squish promote self-acceptance through vibrant and whimsical products. Gen Z's rejection of perfection inspires brands to embrace authenticity and celebrate individuality.
/04 ART DIRECTION
Generation Z places significant value on aesthetics, considering it a crucial factor in their purchasing decisions regarding brands. Brands have recognized this and are leveraging aesthetics that align with Gen Z's values. Through our research, we have identified two distinct aesthetics:
- "FUN & FRESH": This aesthetic revolves around the belief that skincare is an inner journey. It emphasizes the importance of smiling, playfulness, self-love, and enjoying skincare rituals.
- "CLEAN & CLEAR": This aesthetic addresses Gen Z's demand for brands to be transparent about their ethical values and ingredients. It draws inspiration from science and minimalism, aligning with the anti-fragile movement that Gen Z actively supports.
