Samsung
Connect Your Galaxy This Holiday
License a Star Wars track (The Imperial March by John Williams) for the last :15 of a TV spot for a major client.
Facilitated detailed negotiations between multiple parties, ensuring everyone remained heard, compensated fairly, and excited.
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.
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.
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.
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).
Leveraged network while negotiating with publishers and labels under extremely tight and unmoving deadlines.
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
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.
Handled the creation and production of custom music
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.
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.
Doritos needed a creative way to launch their new 'Doritos Roulette' chips, a new-to-market sub brand that included a random and limited amount of super spicy chips in every bag. They wanted to know if their audience could "survive" the spicy chip.
Debuted a custom track, influenced by the popular tune 'In the Hall of the Mountain King' by Edward Grieg
Guided music creators on the timing of video content. Plus, more custom brief writing, production house wrangling, and client strategizing.
We were left with an engaging, on-brand track that aligned with the client's vision and also encouraged consumers to participate in the #DoritosDuetRouletteChallenge. Not to mention, a hashtag with over 10 Billion views
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VSPINK
#DontSweatIt
Promote a new line of gender, nonconforming sweatsuits while also encourage their audience to not sweat the small stuff.
Created an engaging musical track -- with an intro, hook, and chorus -- in 15 seconds or less.
Wrote a custom brief while liaising between the client and third party production teams, strategizing from start to finish.
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.
Doritos
#DoritosRouletteChallenge
Bath and Body Works
#HowIBathAndBodyWorks
With the Fall season approaching, the goal of the campaign was to drive awareness to the B&BW brand by promoting their Fall-inspired offerings (candles, fragrances, lotions, and more).
Wrote a custom brief while liaising between the client and third party production teams, strategizing from start to finish.
Provided critical insights on song structure, timing of effects, and elements native to the TikTok platform.
We came up with an energetic hip-hop track that incorporated sound effects and lyrics to inspire followers to creatively flaunt their favorite Bath & Body Work products (in style).
JIF
#JIFRapChallenge
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.
Targeted diverse music creators to help launch on social
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.
The challenge hit 3 Billion views in just 4 days.