Doesn’t it make you cringe when your 59 year old mom says, “That Timothee Chalamoo sure is a rizzler!” Oof just stop, please. Older people trying to be cool by doing what you’re doing is just uncool. This campaign uses that cringe vibe to grab the attention of teens. We used Gen Alpha brain rot language combined with custom photography of adults trying to look cool while vaping.
This was my first taste of art direction. The goal was for the wardrobe, accessories, and sets to be made up of 2020-2021 era microtrends to give that “young but outdated” feeling. I took inspiration from 2020 TikTok fashion, social influencers like Lil Huddy and Charli D’Amelio, and e-girl/e-boy fashion.
