Skibidi school

Back-to-School means new classes, new friends - and for HEMA - a chance to win the hearts of Gen Alpha. Together with a group of eighth graders, we created Skibidi School: a chaotic online universe where HEMA products turned into absurd brainrot characters.

From lo-fi videos and creator collabs to in-store activations, Skibidi School had everyone asking, “What is HEMA doing?!” The big reveal - that kids themselves were behind it all - flipped the script from confusion to warm appreciation, making HEMA the unexpected star of the school year.