METAVERSE BEAUTY WEEK

As part of the first annual Metaverse Beauty Week (MBW), I concepted and directed the festival’s hero character and narrative: NYA — a digital embodiment of modern beauty, shaped by the fusion of physical and virtual worlds.

In collaboration with renowned Australian artist Serwah Attafuah, we brought NYA to life as a striking symbol of beauty without boundaries — inclusive, futuristic, and unapologetically bold.

The resulting film and visual assets were central to the campaign's creative direction, featured across festival marketing touchpoints and showcased prominently on the Flagship Flannels store screens on Oxford Street, London, throughout the event.

“I fcking love NYA — she’s what we call modern luxury at Flannels.”*
— Head of Creative, Flannels