The Alpha Youth Series is a multimedia, global video series, designed for Gen-Z and Gen-Alpha. Working as in-house Global Creative Director, I led a team exploring the awesome challenge of imagining a creative world to accompany its release across communications, marketing, and product branding. Centred around the headline 'What's on your mind?' we created a vivid concept where internal thoughts manifested in the real world. We had the joy of working with the extraordinary illustrator Lindsey Made This who brought the concept to life. We used bespoke typography from Chris Maisano to bring energy and informality to the creative campaign. The brand creative was rolled out with incredible impact, touching deliverables from trailers to interactive Instagram filters to billboards. The brand was built to flex across languages and cultures, with adaptations and activations in every continent.