To launch their 2012 Back to School campaign, we worked with American Eagle Outfitters to feature real consumers and tell their stories. Commonplace for the industry today, but in 2012, the youth retail market was still saturated with the perfect six-pack abs of a leftover Abercrombie generation. We scoured the country looking for teens and young adults passionate about community, philanthropy, dance, art, academics and athletics. We brought them all together, and invited others to stand up loud and proud, and #liveyourlife.