You Love Me
Beats By Dre — Brand Message, 2020
YOU LOVE ME (Short Film)
Beats’ primary audience has been and will always be Black youth — the rarely acknowledged tastemakers of culture at-large. Our goal with this work was to recognize and empower our audience, while simultaneously unraveling the fundamentally flawed beliefs held by too many Americans: You love my culture, but do you love me?
Hear us discuss the creation of this campaign on Muse by Clio’s, Tagline.
PR: Ad Age, Adweek, #2 of AW's 25 Best Ads of 2020, Apple Insider, Campaign, Communication Arts, Contagious’ Most Contagious Campaigns of 2020, Fast Company, FC’s Brand Hit of the Week, iMore, LA Times, Muse, Popsugar, Rated RnB, Shots, The Source, Today, Variety, Vimeo Staff Picks & Staff Pick of the Month, & Vogue
After first releasing the short film on Beats’ YouTube, IGTV, and Twitter, we created a :30 version for TV. The shortened You Love Me aired during NBA Draft, Sunday Night NFL, and NFL Thanksgiving broadcasts.
YOU LOVE ME (Broadcast)
We further unpacked what it’s like being Black in America with behind-the-scenes videos on IG stories.
Our BTS photography provides a closer look at our meticulously chosen cast, wardrobe, and sets.
VIDEOGRAPHER — Massimo Legittimo
PHOTOGRAPHER — Shon Mogharabi
PRODUCER — Alice Cottle
EDITORS — Chrxx, Fafu Pfafflin
🏆: (Ad Age) Best of 2020, #3
(Adweek) Top 25 Ads of 2020, #2
(AICP Awards) Advertising Excellence/Single Commercial, archived in MoMA dept. of Film; Direction; Concept; Visual Style
(The Andy’s) Grandy
(Clio Awards) Grand Clio, Branded Entertainment Content; Grand Clio, Film; Gold Clio, Film Craft
(D&AD) Yellow Pencil, Film (Social Commercials Over 30 Seconds); Yellow Pencil, Film (Cinematography); Yellow Pencil, Writing for Advertising; Graphite Pencil, Direction & Film; Graphite Pencil, Entertainment (Scripted Short Form); Wood Pencil, Film (TV Commercials Under 60 Seconds); Wood Pencil, Sound Design (Original Composition); Wood Pencil, Impact; Shortlist, Digital (Use of Talent & Influencers); Shortlist, Direction (Scripted Entertainment)
(The Emmy Awards) Outstanding Commercial, Nomination
(The One Show) Best of Film, Best In Discipline; Gold, Cultural Driver; Gold, Original Music; Gold, Online-Only Video; Gold, Online Films & Videos; Bronze, Short Form Video; Merit, Creative Effectiveness; Merit, Influencer Marketing
MY ROLE — Senior Art Director
AGENCY — Translation LLC
PRODUCTION CO. — Prettybird
EXECUTIVE CREATIVE DIRECTOR — Jason Campbell
CREATIVE LEADS — Cas Desroches, Ritesh Gupta
SENIOR COPYWRITER — Steve Horn
CREATIVE COLLABORATORS — Ren McAslan, Dupree Bostic, Lucas Kelly, Alex Kaplan
STRATEGY — Shon Mogharabi
CONTEXT — Joel Rodriguez, Hugh Pringle, Jay Legaspi, Paige Rollins
ACCOUNT — Sam Howard, Chloe Williams, Doris Lynk
PM — Rikki Greenspan
PRODUCERS — Matt Flaherty, Dustin Grant, Ali Brown, Tessa Banks
DIRECTOR — Melina Matsoukas
DP — Malik Hassan Sayeed
PROSE — Lena Waithe
ORIGINAL MUSIC — Solange Knowles
VOICEOVER — Tobe Nwigwe
EDITORS — Robert Duffy, Andrew Morrow (Spotwelders)
COLOR — Sean Coleman (Company 3)
SOUND — Heard City