Many fashion brands make the mistake of pushing out niche fashion content or running competitions. But the reality is that mainstream young guys are only really interested in content that entertains them and taps into their conversations.

#Openshoot established a collaboration between the audience, Topman and music artist Ghostpoet to create a piece of content that wasn’t just reporting on youth culture, but creating youth culture. A video asking young creatives to submit their ideas, experiences and passions were then used as part of the co-creation process to create a music video for Ghostpoet’s single: ‘X Marks the Spot’.

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