For client Samsung, R/GA teamed with music/media company 88rising (recently linked w/ Marvel for the Shang-Chi soundtrack) to develop an experience that gives enthusiastic GenZ fans of rising Asian musicians a creative platform and a community to create a dialogue around their cultural roots. 88rising pinpointed three rising female artists–Ylona Garcia, BIBI, and Niki–who invited global fans to help them finish their music videos using only the Samsung Galaxy S21 Ultra device. These fans also can contribute their own footage via social media to showcase their roots and heritage much like the artists for inclusion in each video.
The first video, “Don’t Go Changing,” has already been rolled out, featuring Garcia and directed by Louis Browne via production company Stadium.
Creative elements will be accessible via Samsung’s Instagram channel and 88rising/artist social handles.
Credits
Client Samsung Agency R/GA Ashley D’Amour, strategy director (NY); Babo Schokker, associate creative director, design (NY); Denis Marcondes, sr. video editor (Sao Paulo); Francisco Arauz, sr. analyst (Buenos Aires); Jen Langusch, VP, executive director, data (NY); Jolien Werst, producer (Singapore); Luanda Farinha, sr. content producer (Sao Paulo); Nick Williams, executive content producer (NY); Nyomi Warren, designer (NY); Olivia Simone, associate creative director, copywriter (NY); Pete Karam, sr. sound designer (NY); Philip Tabak, director, connections (NY); Rosie Ollero, sr. content producer (NY); Sarah Phillips, executive producer (NY); Sasha Shor, group creative director (NY); Tatiana Pinheiro, content production manager; Gustavo Tadini, Maxwell Eduardo, animators (Sao Paulo). Production Company Stadium Louis Browne, director; Arlene Mueller, DP; Ryan Hawkins, exec producer; Cal Laird, editor; Adrienne Childress, producer; John Iadarola, production supervisor; Raijina Boswell, COVID compliance officer; Fabio Lo Fria, 1st AD; Jaclyn Amor, production designer; Lisa Li, stylist; Shea Hardy, makeup
Can a sip of coffee spark progress? Family-owned company rolls out its first-ever brand awareness endeavor and illustrates a sustainable future.
A startling statistic: 80 million plastic coffee pods go into landfills daily. One week of this waste could circle the Earth, while one day could stretch from New York to San Francisco.
Committed to using coffee as a vehicle to create enduring change, the responsibly-sourced coffee brand, San Francisco Bay Coffee – which is owned by the Rogers Family Company – along with its creative and media agency of record, Cutwater, have partnered together to launch an all-new brand platform and integrated “One Small Sip For a Better Tomorrow” campaign which includes a series of playful, vibrant animation films, including this anthem piece which shows various people drinking coffee--with a flood of coffee pods falling out of their java mugs.
The remedy: San Francisco Bay Coffee and its certified commercially compostable OneCUP™ coffee pods.
Production and animation were spearheaded by Psyop and Wizz. The pieces were brought to life by directing duo Remus & Kiki. Music, sound design, and audio post were executed by Antfood.
“San Francisco Bay Coffee is the David in a category of Goliaths, yet they hold more true to values and practices we all want from our coffee brands. In addition to great tasting coffee, they innovate toward a better tomorrow. So if we want to make these great leaps of change, all it now takes is one small sip,” explained Cutwater founder and chief creative officer Chuck McBride. “We chose animation because the story needed a special way to help people understand the benefits of compostable pods in a not too serious way.”
