The Full Story of the Lofi Girl - A Generational Comfort Zone
This is a docu-film about Jade, or rather the Lofi Girl and the cultural movement that has been generated through her music. The same one that helped us finish our projects, overcome stressful times and even save lives through advertising. Because yes, advertising and brands can even save lives and do so much more.
Enjoy your viewing
With love, Fat Rob.
IT'S ABOUT:
Lofi Girl is the quintessential icon of contemporary pop culture. She’s a celebrity but also mysterious and anonymous at the same time. Tracing her roots to the values and aesthetics of past generations, the ubiquitous girl caught the emotions of the youth on a simple basis: it’s ok to lose, but it’s not ok to give up. Thus, it opens the door to a closer inspection of the nature of western society. Kids born in the early 2000s never really got the chance to experience cultural or financial prosperity. Perhaps this is why they relate so much to the post-apocalyptic feelings of Studio Ghibli's aesthetics. Repetition, as we learn in the video, is a crucial component for our brain. Familiarity leads to relaxation and focus, and Lofi streaming channels embrace this concept with music and visuals to guide their audience toward a better place. The Lofi movement has repeatedly fought over internet conventions and traditional branding strategies to build a safe, interactive environment. As a result, the bond within the fanbase is impressive: young people trust the community with their secrets and passions, supporting each other to be the best versions of themselves.
We Are Draper, and this is the full story of the Lofi Girl.
Credits:
Media Company – Draper
Script Editor – Roberto Grasso
