bayla metzger

brings cultural & consumer insights to life for brands & agencies.

Spotify Culture Next

I led editorial for Spotify’s 2021 global trend report investigating how Gen Z and Millennials are shaping culture. Research came to life through an 80-page hardbound print book, downloadable whitepapers translated across 16 different markets, an immersive digital experience, 11 ethnographic films shot in 8 countries, and a podcast miniseries.

Archrival ALMANAC

I research and write this quarterly publication about shifts in consumer culture. Recent issues explored the new entertainment landscape, Gen Z’s changing sense of place, and the emerging Alpha generation. Featured in *Teen Vogue*, *Vogue Business*, and beyond.

NBCUniversal’s The Curve

I led editorial to position NBCUniversal as a thought leader in the media and advertising space. I researched, wrote and produced coffee table books, magazines, research studies, and short documentary films about influential consumer segments from single women to Millennials. Featured in *The New York Times, Fast Company,* and *Ad Age*, among others.

Curve Films.jpg — NBCUniversal’s Curve Films:
INDIE WOMEN

I was editorial lead and insights producer for five short documentary films about “indie women,” a rising demographic of individuals who are not married with children.

Humanly Magazine

I led a team of researchers, writers, designers, and photographers to create an immersion into young people’s lives. Trends and insights informed client work for brands including NBCUniversal, BBC, Chobani, and BuzzFeed.

GoPro Short Films

I developed stories, recruited talent and conducted on-camera interviews around the country to produce a dozen insights documentaries. GoPro used this series internally to inspire efforts to reach untapped consumer groups, from families to foodies.