Angela Natividad

Paris, United States

Editor @latelier @musebyclio author https://t.co/N2c57rphQ1. Co-founded @hurrahgroup, advising @wigj @creativesforc. Swimming in myth 🧜🏽‍♀️

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Articles

WWF Cast Albatrosses in a Steamy Telenovela About Climate Change

2 weeks ago | musebyclios.com | Angela Natividad |David Gianatasio

Hot water, broken homes and betrayal abound April 28, 2025 10:45 am 3 min read This is such a wild premise. Apparently black-browed albatrosses are among the most faithful species in the animal world; their relationships can last over 50 years. Nowadays, though, that’s no longer the case. Why? Could it be women’s rights, and the realization that the nuclear family is designed to facilitate capitalist labor while enabling men to control inheritance? No, the reasons are more sinister: Climate...
LATAM Project Rescues Fashions Dumped in the Desert

1 month ago | musebyclios.com | Angela Natividad

Then makes them available for free March 26, 2025 10:15 am 2 min read We’ve known for ages that retailers would rather discard their unsold goods than—heaven forbid!—give them away. Usually they jettison them in places they think nobody will bother to look. The Atacama desert in Chile is one such place. 40,000 tons of clothes are dumped there every year. So, Brazilian agency Artplan, activist group Fashion Revolution, nonprofit Desierto Vestido and VTEX joined forces to create the “Atacama...
DIY Dreams From France and a Finnish Beer’s Take on Zelenskyy’s Fashion Sense

1 month ago | musebyclios.com | Angela Natividad

Our weekly roundup of Europe's best work March 21, 2025 10:00 am 2 min read We’ll kick off with animated work by French home repair shop Leroy Merlin. Created by BETC Fullsix, “Paloma & Enzo” opens on a father working to realize an exacting blueprint to perfection. This is a great angle for a DIY brand: Everything around us is the approximation of what was once a dream. You can keep on dreaming, or help bring your wondrous visions into the real world. A couple of weeks ago, Ukrainian...
CoorDown’s Musical Leads Our Selection of Great Work From Europe

2 months ago | musebyclios.com | Angela Natividad

Plus: Surfboard delivery from CTT Portugal makes waves March 17, 2025 8:30 am 3 min read March 21 marks World Down Syndrome Day. Ahead of it, Italian nonprofit CoorDown and agency Small released “No Decision Without Us.” This smart, energetic musical owes a debt to Lin Manuel-Miranda. The approach is reminiscent of the Hamilton song “The Room Where It Happens.” But unlike Aaron Burr, people with Down Syndrome and other differently-abled folks demand representation at home, in town halls and...
Spain Makes a Powerful Statement on Women’s Equality

2 months ago | musebyclios.com | Angela Natividad

Plus more of the week's best work from Europe March 7, 2025 11:30 am 2 min read Ogilvy Madrid and Spain’s Ministry of Equality launched “8M. Our Voice” for International Women’s Day on March 8. The campaign comprises three ads that open on a single woman’s gaze. The scenes widen to reveal more and more women. After a nearly uncomfortable silence, one woman makes a powerful statement; the others complete it with an energetic shout. The call-and-response approach helps transform what first...
‘Everyone Hates Elon,’ But You’ll Love Quaker Oats’ Porridge Dress

2 months ago | musebyclios.com | Angela Natividad

Plus Hermès in our weekly roundup of tasty European campaigns February 28, 2025 7:00 am 2 min read Quaker Oats launched its “Deliciously Ugly” campaign by enlisting TikTok influencer Lily Rose to crash London Fashion Week. Alongside creative studio Uncommon, they crafted a dress made of actual porridge—well-accessorized, of course. What could be more unfiltered than oatmeal? It’s so gross, but somehow works for us. We like it when she gives some journo a handful of what’s in her “designer...
This Film Tapped AI to Explore the Soul of a Majestic Metropolis

2 months ago | musebyclios.com | Angela Natividad

Fusing tech with human memories and emotions to tell the many stories of Dubai February 24, 2025 2:30 pm 7 min read Someone once described living in Dubai as akin to existing inside a Louis Vuitton handbag—a way of conveying the city’s sense of overwhelming, almost aggressive opulence. Someone else once told us that 70 percent of the world’s mechanical cranes were there at any given moment, ceaselessly erecting new structures across the towering metropolis on the Arabian Peninsula. For us,...
The ‘Bully Monster’—a Malevolent Purple Octopus—Keeps Kids Awake at Night | Muse by Clios

2 months ago | musebyclios.com | Angela Natividad

Empathy can help remove the stain February 23, 2025 10:30 am 1 min read When is a stain not a stain? When it’s an octopus that destroys your life! In “The Bully Monster,” by BETC Havas for Reckitt’s Vanish cleaning brand, the blotch on a boy’s jacket becomes a living symbol of the bullying he faces at school. It torments him, feeds off his suffering and grows in size as he hides in shame. When mom catches the stain anyway, her empathy neutralizes the monster, enabling him to act in kind for...
Coach Plays Time Like a Fiddle in Trippy Spots

2 months ago | musebyclios.com | Angela Natividad

Plus more of the week's best campaigns from Europe February 21, 2025 12:00 pm 2 min read Coach takes time into its own hands with this campaign by Mother London. Unlike Samsung’s AI work we covered recently, the ads make a case for putting your phone away—ideally by tucking it into your handbag, then watching time around you slow, even in the most frenetic cityscapes. Maybe you’ll enjoy the magic all around you. The brand isn’t wrong. In 2021, Romania released the nation’s first banknote to...
Samsung Presents AI That Works Like a Personal Assistant

2 months ago | musebyclios.com | Angela Natividad

Humans and tech live in harmony February 19, 2025 8:00 am 3 min read There’s a lot being said about AI right now, but most of it remains pretty high-level. How do we teach the machine mind to value things the way humans do? How do we create scenarios where technological benefits outweigh the risks? Regardless of where you stand in the AI conversation, there’s a lot of talk about how businesses may be using it, how creatives and artists can use it, or how students can cheat on exams with it....