For brands ready for what’s next.

Your brand doesn’t need to act younger.It needs to think differently.

Fresh eyes. Fearless ideas. Serious creative experience.

We’re NEXT GEN… an intergenerational creative studio bringing together seasoned creative direction, Gen Z perspective, and a whole lot of imagination.

From unexpected campaign concepts and scroll-stopping visuals to content that feels right at home in today’s culture, we help brands find new ways to show up, stand out, and connect.

Your Brand. Their World. Let’s make something happen.

Let’s Make Something Great

A little proof of what’s possible

We don’t just think outside the box. Sometimes we build an entirely different world.

Campaign concepts, creative explorations, and client work. Different brands. Different challenges. One shared obsession…

Making the idea impossible to ignore.

Take a look around. This is where our imagination goes to work.

Tennis player in a white petal dress swinging a wooden racket on a grass court by the sea — Wimbledon Heat
Concept editorial

Woman in a gold gown holding a perfume bottle inside a glowing gold mine at night — Worth Its Weight
Spec concept · J’adore

Pink velour tracksuit in a museum display case beside a woman in the same tracksuit, headline Mom’s closet called — Mom’s Closet Called
Spec concept · Juicy Couture

Summer Fridays lip butter balm tube on a marble table in a luxe room at sunset with an espresso martini — Summer Fridays
Spec concept · Lip Butter Balm

Giant jar of Brazilian Bum Bum Cream turned into a rooftop pool overlooking Rio — Sol de Janeiro
Spec concept

Woman in red velvet and white fur lighting a match between walls of blue ice — Cold Enough To Burn
Concept editorial

Clock face made of matcha powder surrounded by whisk, macarons and tea leaves — Matcha O’clock
Concept campaign

Dove Renew peony and rose oil body wash on a marble pedestal beneath a giant peony, with the headline Let Your Soft Side Bloom — Let Your Soft Side Bloom
Spec concept · Dove

Three women on a white bed with NIVEA Creme, a blue wave magazine and blue nails — NIVEA Creme
Spec concept

Glass Noodles package and a crystal takeout box of noodles on a green marble counter — Glass Noodles
Concept campaign

Magazine cover with three glossy red lips and the headline ICONIC — ICONIC
Concept editorial

ANZA beauty beverage can standing in shallow sunlit water — ANZA
Concept campaign

Spec concepts are original ideas developed independently by NEXT GEN with AI-assisted visual production. The brands shown have not commissioned, approved or endorsed this work.

Behind the Stripes, a speculative Adidas Originals campaign board with four portrait posters — Behind the Stripes
Spec concept · Adidas Originals

Before NEXT GEN

Work Maria created.

Brand, campaign and product work, from concept and styling through design.

Martha Stewart Bake Beautifully campaign with mint baking dishes and lasagna — Martha Stewart · Bake Beautifully
Maria Lören · prior work

Earth’s Palette fine jewelry campaign with blue agate slices and jade beaded necklace — Earth’s Palette
Maria Lören · prior work

Written Entertainment

Maria Lören · prior work

Melanin and Muscles Rest Is Power campaign with a woman resting on a beach — Melanin & Muscles · Rest Is Power
Maria Lören · prior work

Mike and Ike Reunion Tour press event campaign with podium, packaging and signage — Mike & Ike · The Reunion Tour
Maria Lören · prior work

Retinol Refined skincare product line board with moisturizer, cleanser, day and night creams and a lip balm — Retinol Refined · Product line
Maria Lören · prior work

Sound familiar?

Great brands can still get overlooked.

You have the product. You have the audience in mind. You might even have the budget.

But somewhere between the brief, the brainstorm, and the final approval… the excitement disappears.

The campaign feels familiar. The content looks like everything else. And that idea that could have made people stop scrolling? It never quite makes it out of the meeting.

We think there’s a better way.

Not louder for the sake of louder. Not chasing every trend. Just thoughtful strategy, unexpected perspectives, and creative worth paying attention to.

So… why NEXT GEN?

Two generations. Different perspectives. One pretty interesting creative advantage.

Maria Lören's three daughters — The next generation the studio is named for.

Maria Lören and her daughters from behind on a lakeside dock, arms around each other, making a heart and peace signs against a blue sky

There’s a difference between creating for a generation and creating WITH one.

I’ve spent decades building brands, leading creative teams, and turning ideas into campaigns that connect.

My three daughters? They grew up in a completely different creative world. One where culture moves fast, authenticity matters, and attention isn’t given… it’s earned.

We don’t always see things the same way.

And that’s exactly the point.

Their perspective challenges my thinking. My experience gives their ideas strategy, direction, and purpose.

Together, we get to explore what happens when you stop choosing between experience and fresh thinking… and put them in the same room.

I know brand.They know their world.And together? We see what’s possible.

Your Brand. Their World. Let’s introduce them properly.

What can we create together?

Big ideas. Beautiful execution. Whatever the moment calls for.

Sometimes a brand needs a fresh campaign. Sometimes one unforgettable image. Sometimes a whole new way of showing up.

We can start with the spark… and build from there.

Campaign Concepts & Creative Direction

For brands ready to make people look twice.

Original campaign ideas, visual worlds, art direction, and creative storytelling that give your audience something worth noticing.

Social Content & Creator-Led Campaigns

Made to connect. Not just fill a feed.

Gen Z-informed concepts, UGC, short-form video, and social creative designed to feel relevant without losing your brand’s personality.

AI-Powered Creative & Visual Storytelling

Because imagination shouldn’t always have a production ceiling.

Imaginative campaign imagery, product worlds, motion concepts, and AI-assisted visual production guided by experienced human creative direction.

Not sure where to begin? Let’s find the idea worth exploring.

Black-and-white portrait of Maria Lören in a white one-shoulder dress, resting her chin on her arm

Backed by Maria Lören

I’ve spent decades building brands. This time, I’m building something with my daughters.

Funny how life works.

I’ve spent much of my career dreaming up ideas, leading creative teams, and helping brands find new ways to connect with people. From Disney and Hershey to Martha Stewart, Dole, and even creating the record-label logo for Grammy-winning artist Ashanti… creativity has taken me to some pretty incredible places.

But somewhere along the way, something else started happening.

My three daughters grew up.

And suddenly, I found myself surrounded by three young women who saw the world through an entirely different lens. Different tastes. Different perspectives. Different ideas about what makes something worth paying attention to.

And believe me… they weren’t shy about sharing them. 😂

That’s when I started seeing the possibilities.

What if we brought those perspectives together? What if decades of creative experience sat at the same table as the generation shaping what’s next?

Not just to make content.

To create the kind of work that makes people FEEL something. That surprises them. That gives brands a whole new way to show up.

And just like that, NEXT GEN was born.

A little experience. A lot of fresh thinking. Four creative minds. And some VERY interesting conversations.

Turns out, the next chapter of my creative career was growing up right in front of me.

Good ideas shouldn’t get lost in the process.

Less red tape. More creative momentum.

Tell us what’s on your mind.

A product launch? A creative challenge? An idea that hasn’t quite found its way?

Let’s find the angle.

We explore the opportunity, challenge the obvious, and shape a creative direction worth pursuing.

We bring it to life.

Concepts, content, visuals, motion… whatever the project calls for.

You put it into the world.

We deliver the creative, collaborate on refinements, and help you prepare for what comes next.

Four creative minds. One family. Plenty of opinions.

Oh, the conversations we have…

Picture a creative director with decades of experience sitting around the table with three Gen Z daughters who have absolutely no problem challenging her ideas.

Yep. That’s us. 😂

There’s plenty of brainstorming, a little friendly disagreement, a few “Mom, trust me on this one” moments… and sometimes an idea none of us saw coming.

We’re building NEXT GEN with curiosity, creativity, and the belief that some of the most interesting things happen when different generations stop talking past one another and start creating together.

Come for the creative. Stay for the personalities.

Follow Our Creative Adventures

Got something in mind?

What if your next big idea starts right here?

Maybe you’re launching something new. Maybe your content needs a little life. Or maybe you’ve seen one of our concepts and thought…

“Hmm. I wonder what they could do for OUR brand.”

Well… there’s one way to find out.

Tell us what you’re imagining, what you’re working on, or what’s been sitting on your creative wish list.

We’d love to hear it.

Your name Email

Brand / company What do you need?

What are you trying to make happen?

No drawn-out process. No pressure. Just a conversation about what we could create together.