My Role: Creative Direction, Concept Development and Creative Strategy
Agency: UM Worldwide
Challenge
Sprite sells plenty of soda. But too often that growth has come without truly benefiting the people who drink it and the culture the brand has aligned with. In 2019 we are doing more than selling soda by enabling young creators to push the boundaries of hip-hop and make their mark in the world.
Enters our brand platform: Thirst For Yours
Leverage the endless possibilities of hip-hop to inspire our creators and arbiters to do more and dream bigger.
Idea
Through a unique partnership with Hot New Hip Hop/Nomad Music Group we created a show where industry experts and emerging talent come together to exchange ideas.
This was a multi-part series that will not only teach but also help elevate the creators and arbiters of Hip Hop culture.
We’ve invited established people across the industry – from stylists, publicists, art directors, videographers, album art designers, Radio DJs, playlist curators, festival organizers, and label heads – for a conversation with our emerging talent.
Editorial Landing Page HERE.
Episodes Topics and Guests included
MASTERING YOUR AESTHETIC
Ray Moon, Sprite Way Artist
Cam Kirk, Photographer and Label Owner
Scott Lazer, Filmmaker and Creative Director
BUILDING YOUR BRAND
Prohaize, Sprite Way Artist
Nyla Simone, Youngest Radio DJ at Power 105.1
Einer Bankz, Social Infulencer – Platinum Selling
Didier Morais, PR for Meek Mill, Rock Nation, Puma
TOURING, LIVE SHOWS AND MERCHANDISING
Khary, Sprite Way Artist
Brittany Sky, Artist, Creator and Social Influencer
Kasim Peterson, Digital Marketing and Director for MMG and Creative Strategist
Upscale Vandal, Creative Director, Marketing and Lifestyle Consultant
SECURING THE BAG
Indiana Rome, Sprite Way Artist
Naji Grampus, Head of Urban at The Orchard
Neil Dominique, Manager for Bryson Tiller
DJ S-Whit, Producer at Apple Music Beats 1
Campaign Elements
Digital
• ROS throughout flight
• 4x Homepage Takeovers
• 4x First Impression Takeovers
Social
• 8x IG Posts
• 8x TW Posts
• 8x FB Posts
• 8x IG Story Posts
• 8x Videos on IGTV
• 4x Videos on YouTube
• 24x Posts across IG, TW, FB and IG Story Promoting TFY Creative
Experiential
• Branded Sprite x HNHH Studio
• Branded Live Performance
• Live Social Coverage at Experiential Events