Created for the D&AD Shift with Google program, this was a solo concept developed in response to a brief focused on Gen Z community engagement.

I handled the entire project—from insight to execution. Instead of jumping straight to trend-driven messaging, I started with a basic question: What do young people need that they’re not getting? That question led me to food insecurity, wellness gaps, and the underutilized potential of community gardens and local spaces.

This campaign meets Gen Z where they are—then grows with them.
Scroll down to explore the full project.