Instagram, Facebook, WhatsApp, Marketplace and Meta Quest all play a big role in Gen Z’s life. But Gen Z doesn’t think about the value of Meta’s products.

The brief was to remind people the value that Meta products bring to their lives. And show how Meta helps them shape their worlds.

We created “It’s KidSuper’s World,” to show people the value that Meta plays in their life. Putting the focus on the people on our platform, and their world.

We kicked off the campaign with fashion designer and basketball fanatic, KidSuper. Tapping him to show us his world, and how he authentically uses Instagram, Facebook, WhatsApp, and Meta Quest.

In the film, KidSuper see’s NBA player Jordan Clarkson’s Instagram story, and gets an idea. He DMs Jordan to see if he’d be interested in creating a look together for Paris Fashion Week. KidSuper then works with his real life fashion and influencer friends to bring the fit to life.

We intentionally launched during Game 5 of the NBA finals to stay true to him and his world. And we selected Jordan Clarkson as our talent as he is friends with KidSuper and known for being very fashionable.

We wanted to remind Gen Z of the value Meta products bring to people and their worlds. So we collaborated with KidSuper, an authentic influencer they know and love, to create “It’s KidSuper’s World.” Showing Gen-Z the value Meta plays in their life. And putting the focus on the people on our platform, and their world.

We worked with KidSuper and his real creator/fashion friends to bring his vision for Jordan Clarkson to life.

Leading up to the shoot, KidSuper and Jordan Clarkson worked together, via Instagram DM, to collaborate on a look. Sending each other references and sketches.

They landed on a custom, basketball-net suit and orange basketball-inspired shoes with netting.

On set, we sourced a mountain of white netting for one of the scenes as a style element, foreshadowing the all-net suit.

We also re-created KidSuper’s real life studio, using art from his actual studio to stay

authentic to his world. And we sourced props that help represent each of the talent’s worlds.

We tapped 3D designer, Joey Khamis, to recreate the shoes in 3D, showing people what’s possible on Meta Quest.

And we tapped artist Hebru Brantley, to recreate Jordan’s look in his own way, with custom digital sketches.

The film featured several creators and artists, true to KidSuper’s world such as: Andrea Animates, Druski, @theonigiriart, and Katya Lee.

One of the challenges we faced was framing. Making sure every shot was wide enough to leave room for animation and UI. Each live action scene had to be thoughtfully planned to leave room for our animation aesthetic.

We also created a bespoke intro/outro UI design animation unique to KidSuper.

For post-production, we worked with Mathematic to achieve a high level of animation and craft.

KidSuper liked the outfit we collaborated with him on so much he included it in his show at Paris Fashion Week. It was also featured on the cover of Kodak Black’s new album.

The spot broke on TV during Game 5 of the NBA Finals. It also ran on Instagram, Facebook, YouTube, and on Digital/OLV placements. Airing from June 12th 2023 - August 6th 2023.

The work resonated in culture. KidSuper loved the outfit so much he included it in his show at Paris Fashion Week. Kodak Black decided to wear it on his latest album. And the outfit sparked a phenomenon - other creators put their own spin on it, and people went crazy for the work online.

The campaign holistically exceeded target lifts for Young Adults and Meta Opinion Persuadables (MOP), improving perception of L2-Personal Agency (+1.5 for YA, +5.3 for MOP), L1-Meta Opinion (+2.6 for YA, +7.6 for MOP), L0-Optimism (+2.2 for YA, +14 for MOP). MPT hit 94%+ with 100% positive/neutral sentiment and significantly increased believability/recall. The campaign moved nearly all L0, L1, and L2 metrics above baseline. It had a positive halo effect on key brand metrics for Family of Apps (Instagram, WhatsApp, Messenger) and Reality Labs (Meta Quest).