Integrated campaign to encourage Gen Z from Asia to start creating and stop following. Jackson Wang together with some other creators call out all Gen Z to shine in the darkness to stand out against boredom and break conformity, becoming creators of the night. Because creativity never sleeps.

Agency: Hypebeast
Role: ECD Freelance
Director: Crystal Choi
Team: Crystal Choi + Enric Soldevila 

THIS IS A NIGHTCALL TO ALL CREATORS.

THE ONES THAT DON’T SLEEP

AND TURN THEIR DREAMS INTO A REALITY.

GOING ALL IN 24/7 LOOKING FOR MORE.

WE HATE NORMALITY.

WE AVOID NUMBNESS.

WE ESCAPE CONFORMITY.

WE ARE NATURAL BORN CURIOUS.

WE ARE THE CREATORS OF THE NIGHT.

SHINING IN THE DARKNESS OF BOREDOM.

JOIN US TO FIGHT AGAINST THE DARK.

LET’S CREATE TO SHINE.

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