Last year (2022) Gen-Z went back to college, many in person for the first time, and they’re looking to create spaces and ‘lewks’ that reflect and fuel their ever-evolving identities. For them, authenticity comes from flexibility and growth vs. adhering to the more rigid “that’s my whole personality” of Millennials.

We created a brand playbook for this ‘future guest’ and a series of 15s to run on streaming platforms utilizing trends inspired by Tik Tok and showing off branding up front: Gen-Z does not like to be tricked.