Best Buy Gen Z Campaign: 2019 Exploration

During the development of the Gen Z 2020 Style Guide, we explored a wide range of creative directions to determine the right look and feel. Before landing on the style we call “Net Punk,” we experimented with approaches that were playful, whimsical, and even cute at times. While these directions were enjoyable to explore, they ultimately didn’t align with the authentic, native feel we wanted to achieve for Gen Z audiences.

This section highlights those discarded directions alongside the early development of the Net Punk style that was eventually adopted. Although the initial explorations weren’t used in the final campaign, taking the time to experiment informed our design decisions and helped refine the final aesthetic into a style that resonated effectively with our target audience.