Gen-Z doesn’t want to be online as much as they are.
They want to be meeting people in person, but they spend the majority of their waking hours on screens.
So how does Ross, a store with no app, no online store, no endless scroll, whose entire model is based on actually having to go there, compete with being able to snatch an influencer’s outfit with the click of a button?
How do you get people to actually show up when they can easily choose not to?
A five-part scripted micro-drama, made just for TikTok and Instagram, where the story can only happen the way Ross happens: in real life.
Made for the social feeds, but treated from top to bottom like a short film without a single overt brand mention.
Role: idea, screenplay, creative direction
With ACD/AD Hannah Berling
ECD Dave Estrada
CCO Omid Amidi
Director: Emma Weinswig