The Opportunity: For more than three decades, Sprite has championed hip-hop's music, culture and community. In 2021, with the world in lockdown and live music on hold, Sprite and Wieden+Kennedy approached Tool of North America to produce a virtual summer concert series, Live from the Label, and showcase the genre’s hottest headliners and emerging artists during uncertain times.
The Approach: As director, I was brought on to create three virtual events, featuring exclusive livestream performances from some of today’s most popular hip-hop artists, including Atlanta-based rapper Latto, multi-platinum artist Saweetie and Grammy-nominated star Jack Harlow. Each headliner was paired with an up-and-coming opening act, offering mentorship and industry opportunities. Brandon 'Jinx' Jenkins, the writer and cultural commentator, was drafted to host the series and guide us through Sprite’s dedication to youth culture.
The Experience: In Sprite’s hometown of Atlanta, GA and Los Angeles, CA, we drew on each headliner's origin story, taking them back to perform at one of the venue’s where they got their start. Broadcasting live, I directed exclusive musical performances, animated features, scripted interviews and video profiles and produced over three hours of original content. Taking note of the rising popularity of QR codes and Tool’s original live streaming software, we imagined new ways for the audience to activate and engage with the brand, the artists and one another, from using chat and polling features to sending customized Sprite brand emojis, and create the most exciting and authentic digital music experience.
The Opportunity: For more than three decades, Sprite has championed hip-hop's music, culture and community. In 2021, with the world in lockdown and live music on hold, Sprite and Wieden+Kennedy approached Tool of North America to produce a virtual summer concert series, Live from the Label, and showcase the genre’s hottest headliners and emerging artists during uncertain times.
The Approach: As director, I was brought on to create three virtual events, featuring exclusive livestream performances from some of today’s most popular hip-hop artists, including Atlanta-based rapper Latto, multi-platinum artist Saweetie and Grammy-nominated star Jack Harlow. Each headliner was paired with an up-and-coming opening act, offering mentorship and industry opportunities. Brandon 'Jinx' Jenkins, the writer and cultural commentator, was drafted to host the series and guide us through Sprite’s dedication to youth culture.
The Experience: In Sprite’s hometown of Atlanta, GA and Los Angeles, CA, we drew on each headliner's origin story, taking them back to perform at one of the venue’s where they got their start. Broadcasting live, I directed exclusive musical performances, animated features, scripted interviews and video profiles and produced over three hours of original content. Taking note of the rising popularity of QR codes and Tool’s original live streaming software, we imagined new ways for the audience to activate and engage with the brand, the artists and one another, from using chat and polling features to sending customized Sprite brand emojis, and create the most exciting and authentic digital music experience.
The Opportunity: For more than three decades, Sprite has championed hip-hop's music, culture and community. In 2021, with the world in lockdown and live music on hold, Sprite and Wieden+Kennedy approached Tool of North America to produce a virtual summer concert series, Live from the Label, and showcase the genre’s hottest headliners and emerging artists during uncertain times.
The Approach: As director, I was brought on to create three virtual events, featuring exclusive livestream performances from some of today’s most popular hip-hop artists, including Atlanta-based rapper Latto, multi-platinum artist Saweetie and Grammy-nominated star Jack Harlow. Each headliner was paired with an up-and-coming opening act, offering mentorship and industry opportunities. Brandon 'Jinx' Jenkins, the writer and cultural commentator, was drafted to host the series and guide us through Sprite’s dedication to youth culture.
The Experience: In Sprite’s hometown of Atlanta, GA and Los Angeles, CA, we drew on each headliner's origin story, taking them back to perform at one of the venue’s where they got their start. Broadcasting live, I directed exclusive musical performances, animated features, scripted interviews and video profiles and produced over three hours of original content. Taking note of the rising popularity of QR codes and Tool’s original live streaming software, we imagined new ways for the audience to activate and engage with the brand, the artists and one another, from using chat and polling features to sending customized Sprite brand emojis, and create the most exciting and authentic digital music experience.