MEET JAZMINE
Journeys
JOURNEYS HIRES BIGFOOT’S SHOE-OBSESSED DAUGHTER.
_Creative Direction, Strategy
Gen Z + Alpha don’t want ads. They want stories worth following.
So it made perfect sense to create a social series about an average teenager starting her first job at Journeys... She just happens to be slightly bigger with more hair.
Absurd, self-aware, and grounded in real retail culture, Jazmine from Journeys showed up humbly as one of our own audience. Going against the grain by blending long-form narrative with platform-native behavior.
The result: Journeys became an entertainment-first brand, garnering instant love with over 44 million views on TikTok.
Directed by Danielle Shapira
Press: AdAge, Little Black Book, RoastBrief, The Stable
There’s no higher praise from Gen Z / Alpha.
