American Eagle’s Spring ’19 campaign was shot by teens, on their iPhones. The brand scoured social media posts hash tagged #AExMe to find talented Gen Z creators to hand over the advertising reigns to. Those who were selected had the opportunity to style themselves with their favorite American Eagle pieces and shoot ads they would want to see. The campaign also showcased how diverse Gen Z is, with one creator saying they had the opportunity to show that “brown women and LGBTQ+ members…can be represented commercially.” (Adweek)
