HEAD IN THE CLOUDS
A rose-tinted voyage into the memories of different cities within the UK.
Head In The Clouds was my self-devised project for my final year university submission. The project explored the insight that the Covid-19 pandemic negatively impacted Generation Z’s mental health and the idea that they are looking to the past to forget the present.
From here, I chose to create my own nostalgia-induced brand Head In The Clouds. Head In The Clouds offers a rose-tinted voyage into the memories of different cities within the UK, through archival style imagery, podcast, anecdotes, events and music.
The aim was to allow Gen Z to experience fauxstalgic escapism by vicariously living through people’s positive memories of the past.
I chose to make the pilot city Manchester and spoke to various residents and influential figures such as Mancunian photographer Peter J Walsh who documented the iconic Fac 51’s The Hacienda in the 90’s and bands such as The Happy Mondays and The Stone Roses.
All the content I produced was to be displayed on a new Spotify feature I created, titled ‘Your City: Unwrapped’, followed by a pop-up event which was a reimagination of The Hacienda with added immersive elements. This was to also be amplified by a TikTok activation that let people experience a nostalgic branded effect.
Head In The Clouds was my self-devised project for my final year university submission. The project explored the insight that the Covid-19 pandemic negatively impacted Generation Z’s mental health and the idea that they are looking to the past to forget the present.
From here, I chose to create my own nostalgia-induced brand Head In The Clouds. Head In The Clouds offers a rose-tinted voyage into the memories of different cities within the UK, through archival style imagery, podcast, anecdotes, events and music.
The aim was to allow Gen Z to experience fauxstalgic escapism by vicariously living through people’s positive memories of the past.
I chose to make the pilot city Manchester and spoke to various residents and influential figures such as Mancunian photographer Peter J Walsh who documented the iconic Fac 51’s The Hacienda in the 90’s and bands such as The Happy Mondays and The Stone Roses.
All the content I produced was to be displayed on a new Spotify feature I created, titled ‘Your City: Unwrapped’, followed by a pop-up event which was a reimagination of The Hacienda with added immersive elements. This was to also be amplified by a TikTok activation that let people experience a nostalgic branded effect.
