A live-stream format driven by contrast.
Boomers Gone Gen Z
Norm’s Restaurant
Role: Art Director / DP
Agency - We Are JOY
Norms has a loyal, older audience.
The goal is to expand.
Bring in younger guests.
Push into a more social, night-driven energy.
The product already delivers.
Premium quality and everyday value.
The challenge is perception.
Make Norms feel current.
Make it visible in culture.
Make it part of how people hang out.
The Idea
Boomers step into Gen Z culture and commit fully.
They don’t parody it. They live it.
They stream, review, and speak the language like it’s their own.
It’s unexpected. It’s fun. It pulls you in.
A Gen Z kid watches.
“Bruh.”
The tension creates the moment.
The food makes it worth watching.
The Execution
Built around the language of live-stream culture.
Phone framing. Tripods. Direct address.
Everything feels captured, not staged.
Performance drives the camera.
The camera stays close.
Food and character live in the same frame.
Texture, steam, and detail carry the appetite.
Styling nods to Gen Z without turning into a costume.
It feels real because it is played straight.
Visual Development
Started with the table.
Art direction focused on how the food, props, and booth frame the performance.
Used AI storyboards early to test framing, pacing, and where the product lives in each shot.
As DP, kept the camera close to match the live-stream feel, while maintaining clean composition.
Performance and food stay in the same frame throughout.
Still Direction
Extended the visual language from film into stills.
Directed framing, lighting, and food presence to match the live-stream feel.
Kept the camera close and the product central so each image feels immediate and consistent.
Character
& Styling
Grounded in familiar, everyday clothing with subtle Gen Z influence.
Kept the look current without turning it into a costume.
Wardrobe and casting support the performance, not the joke.
Built to feel natural within the live-stream format.
