ABOUT

This project marks my first international OOH campaign, with images displayed across France, the USA, and the UK. It’s been incredible to see the campaign everywhere, from online and magazines to massive billboards on the London Tube and the New York City subway, essentially everywhere advertising lives. The scale and reach of this campaign have been truly awe-inspiring.

The campaign centers on kids and the idea that when they have the freedom to explore what inspires them, they also discover more about themselves. Yoto, the brand featured, plays an important role in this journey of self-discovery, supporting children’s creativity and curiosity.

The images used were licensed from my existing work, so I wasn’t directly involved in the creative approach for this specific campaign. Nevertheless, seeing my photography become part of such a widespread, meaningful campaign is a proud milestone. It’s exciting to know that my work is helping to communicate a message about empowerment and growth on a global scale.

Conceptually, the project celebrates childhood freedom and inspiration. In execution, my existing portraits perfectly aligned with Yoto’s message, allowing the campaign to showcase authentic moments of discovery. The result is a powerful global presence that connects audiences with the idea that self-discovery starts with the freedom to be curious.