American Eagle Highlights Gen Z’s TikTok Talents in First Remotely Produced Campaign

New #AExME video stars 7 young creatives including Addison Rae

American Eagle's BTS '20 Campaign
American Eagle
Headshot of Ian Zelaya

American Eagle notably handed everyday Gen Zers creative control of its marketing campaigns to launch the #AExME platform in 2018. The retailer’s latest advertising effort also marks a first: It worked with a new group of young stars to direct, shoot and produce an entire campaign remotely using Zoom. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.