Journeys reimagine back-to-school season

The campaign positions the return to school as an opportunity for self-expression rather than a routine milestone

Journeys has launched its back-to-school campaign, developed by creative agency Anomaly, with a series of films that replace traditional classroom settings with surreal, music video-inspired scenes.

Running under the tagline Don't Just Show Up. Turn Up., the campaign positions the return to school as an opportunity for self-expression rather than a routine milestone.

The campaign builds on the Life On Loud brand platform introduced by Journeys and Anomaly last year, continuing its focus on music, creativity and personal style. This year's work transforms an ordinary school day into a series of imaginative scenarios designed to reflect how young people express their identities.

Music video aesthetic drives the creative

Directed by visual and installation artist Max Siedentopf, the campaign relies primarily on practical in-camera effects, with additional hand-rendered animation by Slow Bureau.

The films depict school corridors as skate parks, students arriving on horseback or riding bicycles fitted with oversized speakers, and breakdancing replacing traditional hallway routines. The creative approach uses surrealism to illustrate how confidence and individuality can reshape everyday experiences.

Campaign features creators from music, film and skateboarding

The 30-second hero film is accompanied by a custom electronic soundtrack produced by Star Slinger. It features professional skateboarder and two-time Olympic medallist Sky Brown, musician Inji and actor Madison Bailey, who appears as three different characters to represent different aspects of personal style.

Additional cast members include actors Anna Cathcart and Madison Bailey, skateboarders Sky Brown and Ocean Brown, and musicians Samara Cyn and Inji.

Social-first campaign extends across platforms

Alongside the hero film, the campaign includes three 15-second edits and multiple six-second social videos created for TikTok and other short-form platforms.

The social content features surreal visual moments, including a student hanging from a car park light pole, another presenting a plate filled with shoes, and a bulldog wearing a denim vest while riding a scooter. The campaign also includes influencer activity featuring talent from film, music and skateboarding.

Campaign continues the Life On Loud platform

The campaign launched on July 14 across television, social media and influencer channels. Through its latest Life On Loud work, Journeys and Anomaly continue to position self-expression and creativity as central themes for the back-to-school season.

www.journeys.com

www.anomaly.com

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