Mozilla’s Firefox is launching “Frank Conversations,” a new interview series addressing online privacy and digital behavior among Gen Z users. 

The campaign, titled “Nothing Personal, Just Browsing,” features comedian and content creator Owen Thiele as host.

The series, filmed in a Chicago diner, pairs Thiele with local residents for candid discussions about internet use, privacy concerns, and digital security. Firefox’s initiative aims to highlight the brand’s commitment to user privacy while engaging with Gen Z’s perspective on digital life.

“For over 25 years, Mozilla has been a brand centered around making the internet a safer, bolder, and more joyful experience,” said Rebecca Smith, Director of Communications at Mozilla, in a statement.

Smith pointed out Firefox’s goal of empowering users to have “bold, and maybe even daring, conversations about data privacy.”

Thiele, known for his entertainment and lifestyle content work, expressed enthusiasm for the project. 

“I interviewed students in Chicago about living their lives online and what privacy means to them, which was really interesting to hear,” Thiele said. 

He noted the range of attitudes among participants, from those “totally chill about their digital footprints” to others “sweating bullets over their NSFW data.”

“Frank Conversations” is available on Firefox’s YouTube channel, with shorter segments shared on Instagram and Firefox’s newly launched TikTok account. The series is produced in partnership with Whalar, a global creator agency, and By the Barkers, handling campaign production.

Firefox chose Chicago as the setting for its diversity and “free-thinking” atmosphere, aligning with the campaign’s focus on authentic content.

Recent research by Forbes Advisor and Talker Research revealed a shift in online search behavior among Gen Z, with many opting for “social searching” on platforms like TikTok and Instagram over traditional search engines.

According to the study, 45% of Gen Z were more likely to use social media for searches, compared to about 35% of millennials, 20% of Gen X, and less than 10% of Boomers.