Beats by Dre
︎ Beats By Dre
Client: Beats By Dre
The Question:
“You love Black culture,
but do you love me?”
This film...unpacks that question.
The narration speaks to bigotry and social injustice, challenging viewers to ask themselves how they can be so enamored with Black culture and yet sit on the sidelines as their humanity is oppressed.
Pubs:
D&AD_Link
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Starring Naomi Osaka, Lil Baby, Bubba Wallace, and Janaya Khan.
Narrated by Tobe Nwigwe
Directed by Melina Matsoukas
Written by Lena Waithe
Music by Solange Knowles
“You Love Me” Beats by Dre
Director: Melina Matsoukas
ECD: Jason Campbell
CD: Castro Desroches
SCW: Steve Horn
SAD: Rachel Leathers
“You Love Me” :30 Beats by Dre
Director: Melina Matsoukas
ECD: Jason Campbell
CD: Castro Desroches
SCW: Steve Horn
SAD: Rachel Leathers
AWARDS :
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Emmys 2021
Outstanding Commercial – Nomination
Anthem Awards
Anthem Awards - GOLD – Category: Diversity, Equity, & Inclusion – Campaign
Anthem Awards - SILVER: Category: Education, Art, & Culture – Campaign – Brand Awareness Categories (For-Profit)
Cannes Film Festival
Cannes Lions 2021 – Titanium Lions,
Cannes Lions 2021 – Film Craft: Direction – Bronze,
Cannes Lions 2021 – Film Craft: Script – Silver,
Cannes Lions 2021 – Film Craft: Casting – Bronze,
Cannes Lions 2021 – Entertainment Lions: Talent: Film, Series & Audio – Bronze,
Cannes Lions 2021 – Film: Online Film: Consumer Durables – Gold,
DGA Awards 2021
Outstanding Directorial Achievement in Commercials
Clio Awards
Grand Clio 2021 –Branded Entertainment & Content,
Grand Clio 2021 – Film, The One Show 2021 – Cultural Driver Gold Pencil,
Gold Clio 2021 – Film Craft: Direction – Gold,
Gold Clio 2021 – Branded Entertainment & Content: Film: Scripted – Gold,
Gold Clio 2021 – Film: 61 Seconds to Five Minutes – Gold,
Clio Sports Awards
Grand Clio 2021 - Film - 61 seconds to 5 minutes
Gold Clio 2021 - Film - Branded Entertainment & Content
Gold Clio 2021 - Film - Film Craft - Cinematography
Gold Clio 2021 - Film Craft - Direction
Gold Clio 2021 - Film Craft - Music
Silver Clio 2021 - Social Media - Social Video
The One Show
- Grand Prix (Best of Discipline) - Film
- Gold - Cultural Driver
- Gold - Online Films & Video / Long Form - Single
- Gold - Online-only Video / Single
- Gold - Original Music / Score
- Bronze - Short Form Video / Single (:30)
- Merit - Influencer Marketing / Multi-Channel
- Merit - Creative Effectiveness / Consumer / Brand
ANDY Awards 2021
Grandy Award for Best In Show,
D&AD
D&AD 2021 – Film/Social Commercials Over 30 Seconds: 2021 – Yellow Pencil,
D&AD 2021 – Writing for Advertising/Film – Yellow Pencil,
D&AD 2021 – Cinematography/Film – Yellow Pencil,
D&AD 2021 – Direction/Film – Graphite Pencil,
D&AD 2021 – Film/TV/VOD Commercials Under 60 Seconds – Wood Pencil,
D&AD 2021 – Sound Design & Use of Music/Original Composition – Wood Pencil,
Shots Awards
Shots Awards 2021 – Direction: 61 seconds to three minutes – Gold,
AICP Awards
Best In Show, (Placed in the permanent collection at New York’s Museum of Modern Art)
Advertising Excellence/Single Commercial
Direction, AICP Show 2021 – Concept
Visual Style
Branded Content & Entertainment
New York Festival Advertising Awards 2021
Film Craft: Direction – Grand
Film Craft: Direction – Gold
Vimeo
Staff Pick of the Month
Contagious
The Most Contagious Campaigns of 2020
Adweek
#2 on 25 best ads of 2020
Adage
BEST OF 2020 - NO. 3
The 2021 Immortal Awards
- Winner Ad of the Year
The Webby Awards
- Winner - Video Ad Long-form (Advertising, Media, & PR)
- Winner - Best Original Music (Advertising, Media, & PR)
- Nominee - Best Art Direction (Advertising, Media, & PR)
Under Armour _ Unlike Any
︎ UnlikeAny
Client: UNDER ARMOUR
We teamed up with a handful of spoken word artists and poets from around the world, and asked them to write odes for UA’s athletes. Resulting in five unique films, each as bold and striking as the talent they portray. These films are at the center of an intricate system of over 120 unique pieces of content.
“For Misty” by Saul Williams
“For Alison” by Aja Monet
“For Natasha” by Dominique Christina
“For Zoe” by Aristophanes
Director: Georgia Hudson
AD: Castro Desroches, Kia Heinen
CW: Doug Hamilton, Diana Perez
Social _
Here are just a select few of the Gifs I created for the campaign, all displaying excerpts of poetry from the film and compelling clips of our women in action.
Beats by Dre
︎ Beats By Dre
Client: Beats By Dre
The greatest athletes in the world – LeBron James, Lionel Messi, and Shohei Ohtani – don’t fold or falter in the biggest moments. Instead, they find their flow, their heart rates drop and in chaos, they are calm.
The all-new Powerbeats Pro 2 with heart rate monitoring allow every athlete to learn more about their bodies and unleash their power by listening to the thing that can get them through it all.
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Starring LeBron James, Shohei Ohtani, Lionel Messi Voiced by RZA
Directed by Julien and Quinten
“Listen to Your Heart” Beats by Dre
Director: Julien and Quinten
CCO: Jason Campbell
GCD: Castro Desroches
GCD: Steve Horn
CD: Maximillion G.
CD: Chris Mendez
SCW: Eyob Yirgou
AD: Kamiin Valree
CW: Kofi Lost
Ray-Ban | Meta _ Put Your Hands Where My Eyes Can See
Client: RAY-BAN | META
PUT YOUR HANDS
WHERE MY EYES CAN SEE
The Ray-Ban Meta Smart Glasses lets you listen to music, take photos and videos, and even ask AI all sorts of questions...completely hands-free and all in service of keeping you in the moment.
So when it came time to tell that story we tapped the use of a 1997 classic “Put Your Hands Where My Eyes Can See” to build a campaign around all of the fun possibilities of having Smart Glasses with your hands-free.
The campaign came to life in 3 beats:
- 2x Social-first music videos ft. Little Simz and Offset
- Influencers capturing their hands-free Journeys
- A Phone-Free, Hands-Free Concert
Music videos _
We created 2x music videos shot completely for vertical format from the ground up. Subjects middle aligned, accounting for captions, avoiding crashing with UI elements, we completely took into what works best on TIKTOK and Instagram Reels when boarding our scenes. We tapped Little Simz and Offset for our films. Simz going through the motions of being Jetlagged, and Offset being a devoted dad but also a showman...prepping the green room for the arrival of his children.
Director: Uncanny
GCD: Castro Desroches, Aryan Aminzadeh
Sr. Creatives: Wilsynn Wheat, Sara Mclaws
Creatives: Kevin Dulorie, Jordyn Silver
Influencers, Hands free _
We tapped into multiple influencers to capture a day in their life hands-free...All to the beat of our campaign song “Put your hands where my eyes can see”. A simple brief that led to really surprising results.
Influencer Agency: Viral Nation
GCD: Castro Desroches, Aryan Aminzadeh
Sr. Creatives: Wilsynn Wheat, Sara Mclaws
Creatives: Kevin Dulorie, Jordyn Silver
A Phone-Free Hands-Free Concert _
Finally, in the ultimate demonstration of Hands-Free, we took the following lyrics of the song quite literally:
“Do you really wanna party with me”
And threw a Hands-Free Concert! We gave hundreds of guests free Ray-Ban | Meta Smart Glasses, took them through fun experiences within a Brooklyn space demonstrating how to use them, then invited them outside (with phones locked up) to bug out with performances by Coi Leray, Offset, and Busta Rhymes himself who performed the campaign song. Below is a recap of the event, and also a film highlighting the performance of the campaign song... comepletley “Made with Ray-Ban | Meta”.
Experiential Production: Space & Time
GCD: Castro Desroches, Aryan Aminzadeh
Sr. Creatives: Wilsynn Wheat, Sara Mclaws
Creatives: Kevin Dulorie, Jordyn Silver
Beats by Dre
︎ Beats By Dre
Client: Beats By Dre
Whether you’re 21 years into your career like LeBron James, or just 23 years old like Erling Haaland, for sports greatest stars, pressure doesn’t get in the way, its a fuel to keep going, and break records again and again and again.
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Starring LeBron James & Erling Haaland
Supporting Savanahh James & Alfie Haaland
Music by Om’Mas & Tone of Trackmasters
“The King & the Viking” Beats by Dre
Director: Bradford Young
ECD: Jason Campbell
GCD: Castro Desroches
GCD: Aryan Aminzadeh
Senior CW: Eyob Yirgou
AD: Jordyn Silver
AD: Shrinidhi Vijay
CW: Kofi Lost