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Condé Nast has flexed it celebrity muscle and pulled in influencers ranging from Kendall Jenner to Reese Witherspoon to contribute to a new social media campaign focused on creativity.

Referred to as “creativity selfies”, the “Create. Connect. Condé Nast” campaign in the US, sees familiar faces appearing across social channels in short videos talking about what creativity means to them. Joining Jenner and Witherspoon are the likes of Jordan Spieth, Ronda Rousey, Hilary Rhoda, Lily Aldridge, Kerry Washington, and some 100 of the media company’s own employees.

Condé Nast secured 37 influencers in total, some of which, including Justin Bieber, helped promote the videos on their social media channels, using the hashtag #CreativityIs.

The idea for the project was born last summer when the company’s CEO Bob Sauerberg asked CMO Edward Menicheschi to come up with a way to tell the story of who Condé Nast is today, reports Advertising Age. Menicheschi worked with artistic director Anna Wintour and corporate creative director Raul Martinez, alongside in-house branded content studio 23 Stories, to transform the concept into reality.

There are three 60-second campaign videos, as well as a 15-second version for each publication (some of which can be seen from the tweets below). They are being pushed out via Condé Nast’s suite of social media accounts (a combined total of 120 million followers), not to mention to the millions of additional consumers via the celebrities mentioned. An out-of-home campaign will follow.