Young Hero Is Putting Future Generations at the Heart of Big Campaign Work

L-R, Zoë Bunyard, Roberto Max Salas, Nick Panayotopoulos

“Gen z doesn’t want to be talked at by brands – they want to have conversations with them.”

Founded in 2018 by Roberto Max Salas, Nick Panayotopoulos and Zoë Bunyard, Young Hero harnessed the power of creator-led marketing before it became a mainstay of advertising.

Based in New York, the creative agency and production company works with a global network of creators to make work that intersects with cultures and communities – highlighting the importance of working with talent that really knows and understands its audience.

Whilst Young Hero is now in its seventh year of business, the founding trio’s story spans almost two decades, first beginning with Roberto and Nick’s introduction to one another at Miami Ad School.

“I’m originally from Ecuador and started my career in Hispanic advertising in Miami around 2006, before heading to Miami Ad School, where I met my longtime creative partner, Nick,” Roberto says. “We worked together at agencies like Ogilvy and 360i, and later in 2017, I reconnected with Zoë.”

Zoë’s career before Young Hero saw her traverse the world of small, independent agencies, equipping her with the knowledge and insight needed in her day to day role as managing partner. She explains, “I worked directly with CEOs and CFOs to learn the operations of the independent agency world. This understanding has allowed me to run the logistics of this agency while also bringing previous account and talent representation experience, which is valuable in the creator-led aspect of our business.”

Nick also shares an interest in making a big impact at nimbler creative shops, having first cut his teeth at London indie Blowfish, before developing his craft around the world with Saatchi & Saatchi, Ogilvy, Strawberry Frog and 360i. After helping 72andSunny establish its New York office, he reconnected with Roberto and Zoë in 2018 to ‘launch their own experiment’ – one where they could embrace agility, passion and creator spirit.

“The three of us shared a belief that creators should be embedded in the creative process, not just brought in at the end,” says Roberto. “That shared vision led to the launch of Young Hero.”

The trio’s plethora of experiences across agencies big and small, new and established was instrumental in forming the foundations of Young Hero. Nick notes, “Bringing the best of the best experiences, practices and company culture from every Alma Mater was paramount, and we owe much to the colleagues, mentors and even the less-than-pleasant co-workers we’ve had along the way. We stand on their shoulders, and appreciate all the lessons they taught us.

“They are the reason behind our penchant for fostering our team through optimism and respect, and retaining a flat structure to inspire collaboration and co-creation regardless of experience or role within the company.” He continues, “For us, that lights the spark that leads to deep and considered creative storytelling, and a mindset that extends to a more engaged and transparent camaraderie with client partners.”

It’s this people-first mindset that allows the agency to thrive remotely and work across borders and timezones.

Reflecting on how this impacts client collaboration, Roberto says, “Whether it’s a big brand or a startup, every client gets our A-team. We are intentional about staying small and hands-on so we can service every client the same.”

The agency’s lean and remote structure allows it to adapt quickly to the changing shapes and demands of the industry, which has seen it ramp up its output in experiential marketing, post-production for remote content creation, and 3D during the “metaverse boom”. One thing that’s remained firm, however, is its commitment to creator-led marketing. “Our goal has always been to blend the creator approach with big campaigns in the advertising world,” says Zoë.“How that has morphed over time in services has been a reaction to what is happening in culture and the needs of our clients.”

Working alongside a network of creators from around the world, Young Hero is able to service clients in many different ways, supporting its model of being "creative led, creator led, craft led”.

Roberto adds, “This network is not just made of creators, but of creatives and strategists that we activate for each brief. This allows us to resource based on perspectives that reflect the brief and the sub-culture we aim to speak to, project by project.”

Young Hero also makes a conscious effort to bring insight from non-traditional creatives. Roberto continues, “Creators shouldn’t just be brought in at the end to promote a campaign. They should be involved from the start, helping shape the story. While we still work on branding and integrated campaigns in all the traditional ways, we intentionally bring in non-traditional creatives (filmmakers, artists, musicians, designers) to ideate and make the work with us.”

The company’s capabilities spanning creative and production allow it to integrate its commitment to keeping creators at the heart at every stage of the creative process. From ideation to strategy and into production itself, Young Hero ensures that every brief is executed to the highest possible level of craft.

“Our model is creator-led by design. We build bespoke teams around each brief, pairing brands with creatives and creators whose values align with theirs. This allows the work to be more relevant, more authentic, and more connected to culture – because it's being shaped by the very people living in it.”

The agency’s ongoing partnership with UGG stands as testament to its collaborative, culturally driven approach to work. Describing the relationship as a “point of pride”, Roberto says, “The symmetries of bold thinking and ambition, the mirrored work ethic and cultural values, and the open two-way communication between has established an inspiring environment. The go-to cliche is to say we always strive to bring a one-team-one-dream mentality to client partnerships, and with the global brand team at UGG, this could not be more true.”

“What we love about the SS25 campaign is its ability to fuse entertainment and energy into the marketing, beyond just the messaging. Big Spring/Summer Energy is a collective feeling we aim to express and to live, not just say.”

Even the name ‘Young Hero’ reflects its vision for a creator-led future. Coming to Roberto in a dream, he says, “It’s inspired by Abdón Calderón, a 17-year-old who played a key role in Ecuador’s fight for independence and became a national symbol of youth, bravery, and purpose.

“That story really aligned with our vision: building an agency rooted in youth culture and empowering creators to shape the future.”