Here lie the ideas that never saw the light of day. gone but not forgotten.
to disrupt routine and fend off moments of dullness, vitaminwater turns its social media into print.
vitaminwater has been there since the beginning. we were y2k before y2k was y2k.
there’s a collective longing for late 90s/early 00s era fashion, design, and culture, influencing people and brands alike to look and act the part. but why try to look the part when we are part of the nostalgia?
let’s show them how it’s done by creating social-first monthly issues of a magazine that explore the past and present to revive our hope for the future. we’ll even enhance this experience by incorporating an irl printed mag and distribute them in places where people are bored and tend to doomscroll—lines for shows, bus/subway stops, etc.
january 2024
People first, product second.
Coca Cola has been around for over 130 years, existing during the most rapid changes in history. Witnessing wars, globalization, the Internet, space exploration, and four global pandemics, Coca Cola is a household brand that has been enjoyed by generations. With decade-defining advertisements, including the rebranding of Santa, Coca-Cola established the groundwork for nostalgia marketing.
In today's world, rapid technological change, societal issues, and existential dread drive a collective longing for a simpler past. Gen Z, as digital natives, initially curated their online lives but have shifted to embracing unpolished content and older tech, partly due to the pandemic. They exhibit "anemoia," nostalgia for a past they never lived (like the Y2K and McBling eras), seeking an escape from overly polished expectations and a reality that better embraces their uniqueness.
By Uncurating the Feed, Coca-Cola aims to help Gen Z define their legacy by inspiring them to honor their present while embracing the past. Using lo-fi, unstaged photography and real people being real, we’re emphasizing the joys of discovering life and seeing the present as a gift while exploring the concepts of time and emotion through nostalgia.
october 2023