As one of the hottest platforms among Gen Z consumers, Twitch has become an ad destination for brands across categories. Helping them build the right activations—and avoid the wrong ones—is Victor Lu, who leads Twitch’s brand partnership studio for the Americas.

Over the past year, Lu’s focus has been on the burgeoning social commerce space. He led the team that created “Pog Picks,” a multi-hour Japanese game show-inspired segment that integrates brand products in novel ways (“pog” is gamer-speak for “play of the game"). The concept has been such a hit in the Americas that Twitch plans to expand it to four more countries across three different continents.

Lu’s approach is simple: Do what the consumers actually want, not what the brand thinks they want.

“Culture is currency,” Lu told Ad Age over email. “Looking ahead, aligning marketing strategies with Gen Z cultural norms will require marketing to be more authentic, purposeful, collaborative and inclusive.”

It helps that Lu himself isn’t too much older than the consumers with whom he’s concerned. Having just turned 38, he sees his age as an advantage for the ever-evolving interests of digitally minded generations.  

“I do believe it helps me keep a fresh perspective and open mind on how younger audiences invent new ways to communicate,” Lu wrote.

If you could have dinner with one person, alive or dead, who would it be and why?

My grandparents, so I could tell them I made Ad Age 40 Under 40. If it was with a celebrity, Audrey Hepburn as she’s my favorite actor of all time and had a fascinating life.

What are the top two social media sites you use on a regular basis?

I gravitate toward spaces where there are communities, tops for every pot so to speak, such as Reddit and Twitch.

What’s currently on your bedside reading list?

I’m rereading several Jack Reacher novels and love the series.

What was the last show you binge-watched?

“Rectify”—a unique, deliberate drama. 

At what age do you hope to retire?

From work? As soon as I’m able!