2023 / Pap Magazine
OBSERVATION
Driven by a craving for genuine connection, young people are shifting away from curated personas. This trend, signaled by the rise of BeReal, reflects a nostalgia for intimacy and a desire for unfiltered moments online.
KEY INSIGHT
In our hyperconnected world, the complexities of friendship and self-expression reveal themselves through our choices: who we share our lives with, and how. Examining these choices offers profound insight into identity and the emotional weight of our social circles.
CREATIVE CONCEPT
To bring this to life, we had diverse models capture their lives on BeReal. We then turned these spontaneous snapshots into temporary tattoos, pairing them with reflective questions for their friends. This blurred digital intimacy with physical storytelling, resulting in an editorial that transformed fleeting moments into a powerful narrative of raw emotion.
WHY IT WORKED
- Felt authentic
- Prompted honest conversations on identity & friendship
- Resonated with a generation seeking truth
- Culturally relevant, emotional, and inclusive