TARGET: Gen Z ages 18-28, all genders and income. Either beginning to recognize their own Neurodivergent identity or know/love someone who is. Have always been shy or introverted, maybe grew up as outcasts or with little friends and struggle with social skills and motivation. Have many hobbies and outlets.

KEY MESSAGE: Supporting music for every mind.

Neurodivergent (ND) is an umbrella term encompassing many invisible conditions that change how we process the world (eg. autism or ADHD). Thanks to the Internet, ND experiences are more visible than ever, but when it comes to representation we’re rarely a focus. This campaign spotlights how music can be a powerful force of identity and belonging by embracing the traits of specific conditions. I also created a brand film proof of concept that shares my own story; if expanded, this concept would tell similar stories in a raw interview style.