Pioneering end-to-end creative innovations agency XS Group has launched ProjectX, a headshot session campaign that champions creative freedom in support of its advocacies.
ProjectX is the company’s funding and marketing initiative that aims to unite creative individuals in any field to own and promote their craft be it in visual arts, digital, music or photography while advocating for causes close to the company’s heart.
“This initiative encapsulates what the XS Group believes in: creative expression, freedom, love for the craft, individuality and unity,” shares XS Group Founder and CEO, Chris Egan Roxas.
Artists, Key Opinion Leaders, influencers, entrepreneurs and other individuals crucial to the campaign will be invited to participate in the headshot session in exchange of a monetary donation of at least a hundred pesos.
On its opening season, proceeds from the project will benefit XS Group’s very own XS Out of School (XS OOS), a CSR program that seeks to select and train brutally creative but underprivileged K-12 graduates.
XS OOS has partnered with Jose V. Palma Senior High School where three of their most creative graduating students will be selected to undergo a three-month (January to March 2019) intensive and extensive pre-qualifying training at the XS office that will help them build their creative portfolios. At the end of their training, the most outstanding among the three will be hired by XS Group as a full-time junior intern for one full year and will be provided with work equipment and competitive allowances, funded by XS Out of School.
Lovel Aniag, XS OOS Program Head and XS Multimedia Creative Director and Managing Partner, believes that the campaign is “a good marketing tool to raise awareness about XS Out of School. Hopefully, this will encourage other schools to partner with us, and brands to sponsor us.”
ProjectX offers creative opportunities to young individuals who have the same passion and grit that XS Group possesses but lack the means to pursue a career in the industry.
“Leveraging social media as a platform yet staying grounded by funding, our advocacy is to help less fortunate students reach their creative dreams,” adds Chris Egan Roxas.
Project X is a collaboration between all business units under XS Group – XS Multimedia, XS Asia, XS Postlab, XS by XS, We the Pvblic and Odoco.
Headshots of the invited participants will be taken by seasoned photographers Benjamin Villena (Managing Partner – XS Postlab) and Dave Due (Managing Partner – Odoco Agency). The photo shoots will be held in the new XS Postlab Studio and will run for the whole month of October, starting with the XS employees.
Instigating change and opening doors, the campaign intends to capture everyone’s individuality and celebrate it.
“We are staying true to our visual ‘skull’ branding with headshots embellished with realness of emotions, expressions and lighting — from this project as seen from our lens to the rest of the world,” says Chris Egan Roxas.
At the core of XS Group’s success is the belief that the company is more than just a business.