GTW Moves To SM Youth Campaign

CREATIVE DIRECTION + PHOTOGRAPHY

Back in spring of 2019, I was tasked to conceptualize a big digital campaign to formally introduce the GTW brands (Urban and True Love) to the SM Youth department of The SM Store. I discovered this beautiful rendition of Cyndi Lauper's "Girls Just Want To Have Fun" while doing my moodboard and used it as the overall theme of the campaign. I got the opportunity to cast our diverse ex-contestants of the digital reality show I produced, SM Youth Go-See, and used them as the main digital influencers to simultaneously launch the campaign online. For the photography, I opted to shoot each girl with a different lighting. For the film, Carlo and I collaborated on the idea of shooting candid moments of the girls doing both mundane and fun activities from day to night while they showcase the merchandise of GTW.

Creative Direction: Bjorn Michael
Photography: Bjorn Michael
Film Direction and Editing: Carlo Alcala
Styling: Zoe Laurente
Hair and Makeup: Cats del Rosario
Models: Akiko Abad, Chelsea Manalo, Clarice Marty, Dani Camcam, Danielle Mortelle, Erika Kristensen, Favour Ajah, Latrisha Tallent, Mariah Jowett, Rayana Eissa, Sabrina San Diego, Shannice Bishop, Stephanie Aquino, Yaofa dela Cruz