Director Nina Holmgren’s latest work, “Move How You Want,” for Beats By Dre is set to Vince Staples’ track “Magic” from his newly released album. Produced by SMUGGLER for agency Translation, the film is an instinctual and movement-filled piece, crafted around the contagious energy of the one thing which moves us all–the beat.
Set in and around visually heightened worlds, the piece celebrates the diversity of an entire culture unified by music. Both playful and momentous while rooted in authenticity, the film features Staples, Naomi Osaka, Kaia Gerber and Quenlin Blackwell. True to Holmgren crafts a dramatic visual poetry with moments that capture the essence of the brand.
Credits
Client Beats By Dre Agency Translation Dan Blaney, producer; Jason Campbell, executive creative director; Castro Desroches, creative lead; Rachel Leathers, sr. art director; Mia Madrid, sr. copywriter. Production SMUGGLER Nina Holmgren, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, exec producers; Chad “Frenchie” Alburtis, productgion supervisor; Sig Culhane, productoin coordinator. Ryan Marie Helfant, DP; Karen O’Brien, producer; Zaida Fakih, 1st AD; Boma Pennebaker, 2nd AD; Miranda Lorenz, production designer; April Custodio, casting director; Jon Boogz, movement director; Camille Garmendia, wardrobe; Neicy Small, hair & makeup; Illanka Verhoeven, Naomi Osaka hair; Autumn Moultrie, Naomi Osaka makeup; Corey Stokes, Vince Staples’ stylist; George Cortina, Kaia Gerber’s stylist. Editorial Cagin Robert Lopuski, editor; Hope DuHaime, sr. post producer. Color Grade Company 3 Sean Coleman, colorist; Matt Moran, producer. VFX Shape + Light Arielle Weir, VFX producer; Rob Trent, managing director/creative director; Miles Kinghorn, lead Flame; Scott Boyajan, exec producer. Sound Design Ballade. Music Vince Staples. Cast Naomi Osaka, Vince Staples, Kaia Gerber, Quenlin Blackwell
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
