Gabriel Menezes | Touchpoints of a Generation

Works

Touchpoints of a Generation

I creative directed a brand photoshoot that blended tech-forward aesthetics with the warmth of Altbau settings to bring Joyn closer to Gen Z.

Role: Creative Direction

Further connecting with a new generation of users.

To stay relevant and deepen its connection with a growing Gen Z audience, Joyn identified the opportunity to refresh its brand expression through a device-focused photoshoot.

Creative and Production process

Life, streamed in style.

a visual narrative that feels personal, modern, and rooted in how this audience lives and streams today.

The Analog Ritual

From brand to product, one visual language.

The imagery rolled out across every touchpoint, seamlessly uniting brand and product communications.

Behind the Scenes

The energy on set mirrored the target audience. Spontaneous, expressive, connected.

Why it mattered

We evolved Joyn’s identity for a mobile-first generation without losing brand soul. Product and lifestyle now sit in one system, which raised recognition, improved asset reuse, and gave future campaigns a clear playbook for Gen Z.

Results

• Higher asset efficiency through one shoot serving product, marketing, and OOH

• Faster time to market with reusable device frames and safe-area rules

• Clearer value communication at a glance in paid and app environments

Creative Director: Gabriel Menezes

Art Direction: Alex Mahnke

Photos: Christian H. Hasselbusch

Moving Images: Lisa Marie Dahlke

Styling: Katalin Kiss

Production: Ute Deutschmann

Set Designer:

Let’s shape what's next.