Gen Z, often referred to as the “Lost Generation,” is stuck going through the motions, repeating the same everyday patterns without a clear sense of direction.
But maybe being lost isn’t part of the problem—maybe it’s part of the process. Gen Z is actively searching for something new, something exciting, something real that can give them a sense of purpose or shift in perspective.
That’s where Las Vegas comes in. Vegas becomes the wake-up call—a place that breaks the pattern of everyday life and pushes people out of routine, allowing them to experience something unexpected and ultimately find something real.
Hand-illustrating all the typefaces was my favorite part of this project!
Everyone goes to the same three places for spring break. Fort Lauderdale is the same as it was last year, you can skip out on it.
Gen Z eats out all the time. Reach them while they’re “in the pattern” and break up their normal routine.
The tourist-y side of Vegas is all about hitting the classic spots. QR codes placed in the most popular spots around Vegas leads the curious ones to satisfy their craving for something unexpected.
In a new GTA story mode, players take on a 9-5 job in a Las-Vegas inspired city, but random tasks encourage them to break free and explore.
The main mission kicks off when the protagonists sees his ex’s upcoming wedding post on Instagram and decides to crash it by stealing a tux and a ride. Side missions push players to explore Vegas, living out the freedom and spontaneity they crave.
