Off To College 

Starting with our focus on the customer, we knew this campaign specifically targeted Gen-z - a generation that values authenticity and individuality. For this campaign we partnered with Popular Pays, a platform that connects brands with a network of content creators. We chose to partner with content creators to shoot our photography because what is more authentic than the customers themselves? The content creators were also digitally and socially native and were able to provide their own personalization to our products in real spaces. Through the platform we discovered Sara - a professional photographer and content creator in the home space. We used her studio as a dorm and partnered with our merch team to curate best-selling, on trend and viral product that resonated with our audience. A clear example of this is with the with checkerboard pattern (some would say it’s the millennials chevron) and vintage style posters and decor items (reflecting Gen-Z love for thrifting and nostalgia).