Nike - "Nike: SNKRS Day"

My name is Chelsea Mtada. I am a creative strategist at Amplify in London and have been working in advertising and media for six years.

I usually slap Gen Z on to my title, given the year in which I was born, but the truth is, I not so secretly admire the creative expression and experimentation of the 1970s and 1980s.

I’m forever nostalgic for a time I never lived and have a hyper-fixation on future trends and forecasting in a rapidly changing phygital world. My love for understanding the past to find opportunities in the future of creativity was present when I recently had the opportunity to lead the strategy for Chanel’s Color Anima. My strategy focused on self-expression and used diverse storytelling through the Cometes Collective, a trio of makeup artists, to reinvent Chanel's heritage reputation and strike a chord with a younger audiences.

My long-term obsession with the world of beauty led me to launch my very own media platform, Nightstand Service, which focuses on the beauty, wellness and cultural lives of black and queer people. Maybe this isn’t so obvious but the full-time creative and budding entrepreneur go hand-in-hand these days. This is a week in a life.

To read the full article, visit Campaign.