Driven youth, older Gen Z, and younger millennials (18–24) who grew up in a post 9/11 world, with access to information, content, and connection at their fingertips. Digital and creative natives.

Gen Z is more of an attitude and state of mind—confidence is key.

They use their device for a mix of personal, entertainment, and work. Align with brands that share their values.

Authentic, organic, aspirational spaces and locations with lots of natural light and interesting lines.

Gen Z. Nontraditional beauties with raw confidence and natural charm, who are anti-commercial.

We want to immerse ourselves in the lives of these characters, existing alongside them in first person, as if we live in their world too.

To do that, we’ll not only dive into their character´s arc, likes, dislikes and everyday actions. But we’ll also create 360º environments where we'll be able to move around with freedom and spontaneity.

We’ll let them do their thing naturally and not forced, letting them create as we capture the process organically.