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
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