Hometown Heroes

Developing creator content that wins

The Ask

Aero has been a mall staple for decades, but the audience they needed to tap into had neutral feelings about the brand. They asked for our help exploring a brand personality on social for their young target audience to connect with long enough to fall in love with the clothes.

The Challenge

We needed to create fun, relatable content that had the authentic voice of our audience. That meant going all-in on believability over branding. We had to scout the perfect mix of creators with diverse interests and styles, and make it feel like they’d been friends forever.

The Approach

Instead of remotely briefing our creators, we wanted to get them together IRL for true collaboration. We flew the cast out early to meet, hang out, and bond before the shoot day. By the time shoot day rolled around, our cast was already starting to make content together.

Gen Z rejects brands who choose to sell to them instead of connecting with them. To make content that would resonate, we brought together a cast of creators IRL to have fun connecting with each other for a vibe that the audience could feel.

Creating relatable content was key to connecting with an audience across the US. We intentionally moved away from aspirational locations (like the beach or the big city) to the suburbs, where our creators could inspire everyone to have fun while looking their best no matter where they live.

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Sarah had the confidence that made her incredibly watchable, but managed to always be able to laugh at themselves. This magical balance kept their stories fresh and relatable. 

While we brought Aeropostale to an ownable suburban space, Jade represented the true-to-life consumer. Connections with the audience were  instant and powerful. 

Bringing the suburbs to life, Xavier rolled in with authenticity and gave the brand a home in the suburban space. 

Xavier Williams

In a world full of barriers, our audience looks for the brands that knock them down. We challenged the divisions between “men’s” and “women’s” and told stories of clothes that were for everyone.

Unafraid and unbothered, Zachkary took the idea of blurring gender lines, and created looks we’re still talking about. 

Rebecca wasn’t just hocking the gear, she was able to react to other creators, turning content into conversations.