In the Vogue Business x Archrival Gen Z report, storytelling was about turning research into a scroll-native interactive journey that captures the reality of doom-shopping, infinite scroll, and online consumption so the insights land emotionally, not just intellectually
The experience was designed as a WebGL-powered interactive editorial report that lives between fashion publishing, experimental web design, and social-native content.
Calm, minimal editorial framing creates space to read, then the page breaks into chaotic windows of culture: dense visuals, lo-fi captures, product piles, glitch noise, and sharp shifts in tone that mirror how Gen Z consumes and shops online. That contrast keeps the report readable while still carrying the emotional texture of the insight.
The story also had to travel beyond the site. Layouts were built with screenshot-ready moments and modular sections that look great inside talking-head videos and social posts — helping the report become a digital object people quote, share, and react to, not a PDF people forget.
