For this season, JD has flipped the script on what a major campaign can look like — and Beta Squad are right in the middle of it. The retailer’s new project, Where Are You Going?, isn’t your usual big-budget, hyper-polished festive ad. Instead, JD hands the lens over to the people who define youth culture today. No film crews. No glossy sets. Just 286 young creators around the world shooting their lives as they actually live them: vertical, raw and completely unfiltered.
At a time when everyone seems eager to put labels on Gen Z, Where Are You Going? pushes back with a global collage of ambition, chaos, honesty and humour. The voices in the film confess dreams, fears and everything in between — from wanting to go platinum to worrying about losing friends, or simply wanting to have fun while the world keeps shifting. Together, those moments build a picture of what it really feels like to be young right now: always moving, always evolving, always forward.
Among the real stories captured on phone cameras are a few familiar faces — not spotlighted as celebrities, but shown as part of the culture they’ve helped shape. And that includes Beta Squad, who show up not as performers on a set, but as themselves: spontaneous, sharp, and plugged into the energy the campaign celebrates.
Before we sit down with the group to talk creativity, community and the state of youth culture today, JD’s new campaign sets the perfect scene: give young people control of the story, and they’ll show you a world worth watching.
AJ
What was your first reaction when JD approached you for this year’s ‘Where are you going? campaign?
Honestly, I was gassed. JD is such a big part of UK culture, so being part of the campaign felt like a huge honour. I knew straight away it was something I wanted to be involved in.
The campaign celebrates youth culture and individuality how do you feel your journey with Beta Squad connects to that message?
Beta Squad has always been about being ourselves, taking risks, and having fun while creating something new. Our journey shows that you can come from anywhere, stay true to who you are, and still make a massive impact which is exactly what this campaign represents.
Kenny
What’s one fashion item that always makes you feel confident in front of the camera?
A durag is always my go to when I’m in front of the camera
You’ve all become huge figures in youth entertainment and culture — how do you stay connected to the next generation coming up?
I stay connected through TikTok, it keeps me tapped into what they’re creating and talking about.
Chunkz
“Where Are You Going?” is all about forward motion — what’s next for you, individually and as part of Beta Squad?
Continuing to grow my own channel with new videos each month and for Beta Squad we’re filming in seasons now, so I’ve got some really exciting content coming on both channels.
JD handed over the mic and camera to youth culture — what do you think makes this generation’s voice so unique?
This generation’s voice is unique because it’s rooted in individuality. They take what inspires them and turn it into something fresh, which is why youth culture leads the conversation today.
Sharky
All the members of Beta have such distinct styles — how would you describe your “JD look?”
I’d say my JD look is all about being comfy and laid-back. I’m big on baggy fits, stuff that feels relaxed but still looks clean.
If you had to swap outfits with someone in Beta Squad for a day, who would it be and why?
I’d probably swap with Kenny. He’s the closest to me in size and his style is simple and easy to wear.
