Samsung
Connect Your Galaxy This Holiday
Challenge
License a Star Wars track (The Imperial March by John Williams) for the last :15 of a TV spot for a major client.
Role
Facilitated detailed negotiations between multiple parties, ensuring everyone remained heard, compensated fairly, and excited.
Deliverables
Tapped into a niche network of music producers to strategize an action plan, identified the terms and fee, and obtained approval from the rights holders.
Results
The commercial demonstrated various ways to connect your device to watch the trailer. Additionally, we discovered a unique opportunity to spread awareness on animal adoption while bringing consumers on a Samsung-inspired journey (aka, Chewbacca using a Samsung device to post on social media about the pet he just adopted while standing in an animal shelter). The spot was produced in partnership with Lucasfilm in advance of the release of Star Wars: The Rise of Skywalker and ran in over 30 countries as part of their global holiday campaign.
Challenge
With only a 2-day turnaround, we were tasked with showcasing 1) The power of TikTok's viral moments and 2) Their ability to transcend social media by breaking into broadcast.
Role
Licensed 'Dreams' by Fleetwood Mac to create a viral, cultural moment with Nathan Apodaca (aka, doggface208, the guy who jumps on his skateboard while drinking Ocean Spray cranberry juice and listening to the once-again popular tune, keeping positive vibes alive everywhere).
Deliverables
Leveraged network while negotiating with publishers and labels under extremely tight and unmoving deadlines.
Results
Consumers on a global scale (including the CEO of Ocean Spray and the lead singer of Fleetwood Mac) replicated Nathan's video by skateboarding, drinking Ocean Spray, and lip synching the lyrics to 'Dreams.' Here are some stats to blow you away:
Due to the new trend, use of the song, and videos replicated, streams of "Dreams" increased by 88.7% and sales of "Dreams" increased by 374%, landing them on the Billboard Hot 100 in 2020...for the first time since 1977
Nathan Apodoca earned a guest spot on the Peabody Award-winning show "Reservation Dogs"
The trend wiped out grocery stores selling Ocean Spray Cran-Raspberry juice
The original video has been viewed over 87 Million times
On the Ocean Spray TikTok alone, the commercial was viewed over 800,000 times
It Starts on TikTok
TikTok
Clearly
#ClearlyTransform
Challenge
With over 1/3 of the world’s population lacking access to good vision services, Clearly committed to donating a pair of glasses to a person in need with every pair purchased. They needed to find a way to drive brand awareness with an untapped demographic living on TikTok. The goal of this campaign was to create a track to highlight how the many lenses offered by Clearly can enable consumers to embrace a new identity in sync with the vibe of each lens.
Role
Handled the creation and production of custom music
Deliverables
Wrote an intricate brief and acted as the intermediary between the client and third party production teams, consistently providing insight into current TikTok music trends to ensure the track not only exceeded client expectations, but was native to the TikTok platform.
Results
With 20 Million video views and tremendous reach, the brand increased its followers by 12,000 in the first 6 days of the challenge. The challenge reached more than 116 Million unique users globally in the 6 days it was active, resulting in more than 241,000 video submissions and 32.7 Million engagements. The strength and uniqueness of the campaign audio increased Ad Recall by 13%, outperforming the Kantar norm for the Apparel/Accessories category. The campaign was also an example of championing diversity and inclusion not just from participants, but by engaging a diverse production company.
VSPINK
#DontSweatIt
Challenge
Promote a new line of gender, nonconforming sweatsuits while also encourage their audience to not sweat the small stuff.
Role
Created an engaging musical track -- with an intro, hook, and chorus -- in 15 seconds or less.
Deliverables
Wrote a custom brief while liaising between the client and third party production teams, strategizing from start to finish.
Results
The title of the track was "PinkForAll" which further drove home the messaging of inclusivity and reminded consumers that VSPINK is not specific to any gender. Also, the hashtag reached over 10 Billion views.
NISSAN
#Z NISMO
Challenge
Nissan was in search of two tracks that would showcase and promote their new Z NISMO.
Role
We worked with our great partners at Juice Music to find two tracks that could highlight not only the features of the vehicle, but the hype surrounding the vehicle at various events.
Deliverables
Searched and analyzed various tracks from Juice Music and landed on multiple playlists to provide to Nissan to make their selections.
Results
We were left with engaging, on-brand tracks that aligned with the client's and agency’s vision. One track being a driving hip-hop track that highlights all the angles and sleek features of the Z NISMO. The other being a funky hip-hop track showcasing the Z NISMO on the track for the car enthusiasts.
JIF
#JIFRapChallenge
Challenge
Fun Fact: Ludacris is an OG fan of JIF peanut butter. Knowing this, JIF approached him with a partnership opportunity, inspiring a new song “Butter.ATL,” as well as a commercial with rapper, Gunna. Ludacris is notorious for not only his lyricism, but his flow as a rapper. We decided to create a challenge on TikTok where followers were encouraged to spit their own 'rapper flow,' with an exciting twist. They needed to do it with a spoonful of peanut butter in their mouth.
Role
Targeted diverse music creators to help launch on social
Deliverables
In order to set the stage for the TikTok challenge, JIF needed music creators/influencers to duet and engage with Ludacris's initial video prompt on TikTok while inviting followers to participate. We curated a diverse group of music creators (5 in total) to duet with Ludacris and get the ball rolling.
Results
The challenge hit 3 Billion views in just 4 days.