why is no one talking about

why is no one talking about this marketing genius? genuinely I don't think we talk enough about the creative minds behind the brands and I'm talking about Joel Andrade definitely someone I personally look up to if you don't know he's actually helped build some of the most interesting campaigns for Issy Blanc Nue and Chuchu Beauty and honestly you can just feel the difference what I love about his work is he doesn't just build campaigns, he builds worlds and each campaign just feels so distinct, so intentional and it has its own universe and I think that's why these brands stand out they're not just selling products, they're creating a whole experience around them. another thing that I really respect is that he constantly redefines what the industry can actually look like. last year, Issy actually openly shared that they're giving away their failed eyeshadow products for free instead of letting them go to waste. so the goal was to get them on your cheeks, fully transparent about it and that says a lot. so that's what we're gonna do because most brands would actually hide that but they chose to share the process, the wins, the failures, the entire journey and the behind the scenes. and I think that's the shift that we're seeing now. people don't just want polished campaigns, they want honesty, they want the process and they just want to feel like they're part of the journey.