Where are You Going? Showcases a Global Portrait of Young Creators
Where Are You Going? showcases a global portrait of young creators by compiling 286 self-shot clips captured entirely on mobile phones for JD’s 2025 Christmas campaign. The project hands full creative control to young people across multiple countries, resulting in vertical footage that documents ambitions, friendships and day-to-day experiences without production crews or staged environments.
The material ranges from music sessions and sports moments to candid reflections on future goals, forming a cross-section of youth culture presented in their own words. Familiar athletes, musicians and creators appear as part of the broader group rather than featured talent, reinforcing the campaign’s focus on community.
The film uses the visual language of a phone gallery to merge stills and video into a continuous stream of real-life moments. The approach shifts JD’s holiday storytelling toward user-directed narratives that prioritise authenticity and cultural context. The campaign positions mobile footage as both a creative tool and a record of how young people define their own direction.
Image Credit: JD
The material ranges from music sessions and sports moments to candid reflections on future goals, forming a cross-section of youth culture presented in their own words. Familiar athletes, musicians and creators appear as part of the broader group rather than featured talent, reinforcing the campaign’s focus on community.
The film uses the visual language of a phone gallery to merge stills and video into a continuous stream of real-life moments. The approach shifts JD’s holiday storytelling toward user-directed narratives that prioritise authenticity and cultural context. The campaign positions mobile footage as both a creative tool and a record of how young people define their own direction.
Image Credit: JD
Trend Themes
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User-directed Narratives — Allowing young creators full creative control results in authentic storytelling that resonates deeply with audiences.
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Mobile-centric Content Creation — Utilizing mobile phones for campaign production democratizes the creative process and elevates everyday experiences to professional-grade content.
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Community-focused Storytelling — Highlighting broader community involvement shifts the focus from individual stardom to collective cultural expression.
Industry Implications
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Digital Advertising — Revolutionizing advertising with mobile-shot, user-led content opens new avenues for engaging younger demographics.
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Content Creation Platforms — Empowering creators with mobile tools and distribution channels transforms how content is curated and consumed.
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Youth-centric Marketing — Tailoring campaigns to authentically represent youth culture and community fosters deeper connections with the target audience.
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