I’ve been obsessed with youth since my own. Gen Z is among my global specialisms. And Gen Alpha a growing one. Here is some of my work in this space.

1. Meta

I helped Meta understand how Gen Z build real connection in an overconnected yet lonelier world. We developed a bold strategy to reposition the brand around weird friendship culture and award-winning TikTok campaign. #ThatCloseMessenger challenge delivered 12 billion views and a 3.4pt lift in ad recall and awareness.

I have authored global studies on Gen Z Companionship, Absurdism and Wellness.


2. 17 Cosmetics


I relaunched 17 Cosmetics to Gen Z through music videos based on the insight that they had become the modern destination for make-up inspiration. The campaign 17 Presents... starred emerging female bands and artists writing original pop songs inspired by our makeup. Fast Company called it “one smartly packaged bit of brand content”.

3. Clarks Originals


I led the strategy on a campaign inviting fashion & subculture fans to relive history. Through a series of personal WhatsApp messages to Desert Boot lovers of today, iconic characters from the past sent images, playlists, videos and messages which took users back to iconic cultural moments. The campaign contributed to £17m in business growth.


4. Gen Z Bimbos

Bimbos are back. This documentary investigates Gen Z Bimbos in the TikTok era and the opportunities for brands to embrace Hyperfemininity in a progressive, inclusive way. My work on Bimbos and other cultural trends has been reported on here.

5. Gen Z Religion

I’ve been studying the rise of religion & spirituality amongst Gen Z and Millennials for about 8 years now, which this documentary explores. Modern life leaves young people craving order, self-connection and new forms of belonging, which faith is fulfilling.