Gen Z does things their own way. They collaborate with friends over Instagram DM, they send private ideas to friends using WhatsApp’s encrypted technology, they shop on Marketplace, and they create designs with Meta Quest.

We wanted to empower Gen Z to show us their world. So we created an authentic campaign featuring fashion designer KidSuper, NBA player Jordan Clarkson, and KidSuper’s real creator and artistic friends. Bringing his world to life via our products.

We created a live action spot mixed with motion graphics and animation to speak the language Gen Z uses, and resonate with our audience authentically.

Gen Z is the demographic that succeeds Millennials and precedes Generation Alpha.

Paris Fashion Week is an iconic high-fashion event/celebration of fashion that happens semi-annually in Paris.

KidSuper is a fashion designer and influencer known for his colorful and playful clothing. (469k followers)

Jordan Clarkson is an NBA basketball player known for being very stylish. (2 million followers)

Druski is a social media influencer. (7.2 million followers)

Kayta Lee is a fashion designer. (69.9k followers)

Hebru Brantley is a creator/artist. (224k followers)

Andrea Animates is a stop-motion animator. (2.5 million followers)

Joey Khamis is a VR fashion designer. (43.7k followers)

TheOniGiriArt is a sushi artist. (45.8k followers)

Chloe y David is a dog/influencer. (129k followers)

At :36 when we hear “Boomshakalaka” - it is a very famous video game sound effect from NBA Jam.

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 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.