A major tech and media brand client looked to deepen its relationship with young people globally, and remain relevant in an evolving and competitive landscape.

The brand team needed a clearer picture of how Gen Z experiences and enacts creativity, connection, and identity online, and how their brand could show up more meaningfully in young people's lives.

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We worked with hundreds of young people and creators in the US, Brazil, Germany, Japan, the UK, and India, combining exploratory qualitative research with strategic and creative development sprints.

Together, we explored the nuances of phone, tech and app usage, ideas of social connection, and what creativity really means to these audiences.

Our work has shaped global brand strategy, guided successive years of creative development, and continues to inform global campaign and engagement strategies.

It was recognised by the client's VP of Marketing Insights as a best-in-class example of insight and strategy project and outputs.