CONCEPT / CREATIVE DIRECTION / DIRECTOR
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Yoto had a challenge, they wanted to make their creative feel more… Yoto!
I started by working closely with the Yoto Creative Studio on their new “Playfully Premium Playbook”. Through workshops, conversations and lots of creative back and forth, we landed on a direction built around authenticity. Less polished perfection, more real family life. Lived-in spaces, personality, mess, warmth and what we came to call “curated chaos”. A world that felt playful, believable and really really Yoto.
Then we put it into practice! Across four days, we set out to create a huge library of photography, hero film, social video content for the launch of the brand new Yoto Player and Yoto Mini.
DOP: Sam Riva & Calum Currie. PHOTOGRAPHY: Miriam Lindthaler
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