# Project Description Just Be You Tiona Hibbert Summary Final work Hi, I'm Tiona a final-year student who loves deep diving on cultural trends and their relationship with society, fashion and technology. I aim to be a creative strategist focusing on creating campaigns with meaning and substance. Hi, I'm Tiona a final-year student who loves deep diving on cultural trends and their relationshi... College London College of Fashion Course BA (Hons) Creative Direction for Fashion Graduation year 2025 Beyond Now X Nike: JUST BE YOU This is my final year project, directed by me. Like Netflix's Adolsences we've become more aware of how incel ideologies have become mainstream. This project tackles the issue that is the Looksmaxxing trend, which started on incel forums and reinforces toxic beliefs about appearance, relationships and success. The audience is young men between the ages of 14 -20 living in the UK. My agency Beyond Now partners with Nike to bring fun workout events hosted in flagship stores in major UK cities. Professional trainers will be teaching these workout classes, guiding the participants to a safer and healthier way of improving. This encourages the audience to see success in action rather than our appearance, boosting confidence and self-belief. At the event, live panel talks where influencers share a more vulnerable side, discussing the struggles they've had with their appearance and self-acceptance in the public eye, will be taking place. These events encourage vulnerability, connection and community whilst addressing the growing epidemic of male loneliness. Led by my agency Beyond Now where we aim to solve the future by fixing the now. Final work Visualisation of promotional outcome Visualisation of promotional outcome Visualisation of promotional outcome Research and process Trend Research Driver, Insight and Foresight Share this project Beyond Now X Nike: JUST BE YOUThis is my final year project, directed by me. Like Netflix's Adolsences we've become more aware of how incel ideologies have become mainstream. This project tackles t... A link to this page has been added to your clipboard Browse related work Community Health & Wellbeing Mental Health Campaign MentalHealth