Enabling teens express themselves and own the first day back at school like a boss.

Back-to-school is a cluttered, competitive and highly emotional time of year. In order to cut through in a inherently authentic and shareable way, we created a suite of reaction gifs for teens to express those first day *feels* on their own terms - just like wearing a part of Chucks. To ensure these GIFs were shared in the intended way, we turned them into dozens of back-to-school memes, shared on Twitter and Instagram by Millie Bobby Brown, Converse and retail partners.