KEY INSIGHT: Tumblr is the earliest record of Gen Z and Millenial's creative identity and taste.
BIG IDEA: "EXCAVATE YOUR SOURCE MATERIAL": Unearth the aesthetics, obsessions and influences that formed your original creative foundations.
1) POP-UP: DIGITAL "DIG" SITE
A “digital dig site” where users search old Tumblr URLs at computer stations. AI softwares analyze their posts and reblogs to identify core aesthetics and influences. A custom book is printed on-site documenting the “source material” of their creative identity.
2) PHYSICAL PRODUCT
3) DIGITAL "DIG" SITE
Users anywhere in the world can access the dig site digitally, entering their Tumblr URL to receive the same personalized Excavation Report as those at the physical activation.
3) SOCIAL
Users share their excavated aesthetic category via branded Instagram story templates, turning personal discovery into campaign momentum and location awareness.
