Vibing with a Gen Z audience

To help take some of the stress out of back-to-school season, Google added several student-friendly features to its AI assistant, Gemini. Our task was to create a social campaign that would showcase these useful features for a Gen Z audience. We started by digging into the research and quickly discovered an intriguing stat: 42% of our target watches anime on a weekly basis. With this insight as inspiration, we developed a campaign centered around the audio/visual aesthetic known as “lo-fi.”