THE ONE CLUB FOR CREATIVITY

TEN BRIEFS. ONE DOPE BOOK.

1

FEИTY BEAUTY

#LEAKYOURИUDES

Get people following New York virtual Fashion Week to think of Fenty Beauty as the dominant make-up brand of the event by creating a social campaign that embodies Fenty’s promise of “Beauty For All”.

NYFW has always held a certain level of exclusivity. FEИTY BEAUTY stands by the brand messaging “Beauty For All” – Let’s play with the idea of inclusivity in an exclusive space, by giving people access to private information the only way pop culture knows how – by leaking it.

AN EXCLUSIVELY ACCESSIBLE DIGITAL SPACE FOR VIEWING AND "LEAKING" ONE'S PERFECT NUDE.

Interested guests will be alerted to visit nyfw.com to take a peep at the FEИTY BEAUTY NUDE ROOM during NYFW. To enter, guests will click a navigation button that reads Click To See Our Иudes – Opening to a split-screen digital showroom instructing guests to find their match, then leak it.

LEFT SIDE: A gallery scroll of all 50 FEИTY Pro Filt'R foundation shades will appear. Share buttons with pre-written, editable text (including #LEAKYOURNUDES) will be embedded for easy captioning for social media sharing.

RIGHT SIDE: Slide show capsule collection will showcase a diverse pick of models wearing hoodies in the same shade as their FEИTY Pro Filt'R foundation match. Shade numbers will be printed on the front with #LEAKYOURNUDES on the back.

FIИD YOUR MATCH. LEAK YOUR ИUDE.

2

EXPEDIA

LOCAL STORY SHORT

If you were asked to make branded content for Expedia, what would you make?

Vacations can be easy to plan but the agenda is a different story. How do you know what activities are actually good – even as a local?

LIVE VICARIOUSLY THROUGH STAYCATION ACTIVITIES FROM AROUND THE WORLD.

A 13 episode IGTV show hosted by internet star and TV host Liza Koshy brought to you by Expedia titled, “Local Story Short”. 7-10 minute long episodes, featuring 13 vacation hotspots, following locals on activity stacked staycations, planned through Expedia Local Expert.

Why locals? Well, we are in a pandemic – the show will be a reminder that anyone can go on vacation in their own city, bringing safety and awareness while traveling back into the conversation.

Why 13? The 13 locations will be a fun highlight to the 13 IG Story filter names.


Ex: S1E1 Local Story Short | Los Angeles.

“BRINGING THE WORLD WITHIN REACH.” ARMS REACH.

ONE STORY AT TIME.

3

UBER

UBER HOUSE TOUR

Come up with an innovative idea that helps the performing arts in times of COVID-19.

When it comes to live music, people are missing more than just the live music itself. They’re missing everything that accompanied it - the one time only experience, the merch, the concessions, and the mingling with strangers – turned friends by the end of the night.

Embrace the shelter in place with Uber House Tour. Enjoy an exclusive experience with fan merch and food delivery service right at your front door, paired with nostalgic chat rooms with other fans. Your favorite artists, favorite music, wearable memories, delicious food, and new friends, all in the comfort of your own home.

 AN EXCLUSIVE CONCERT EXPERIENCE FROM THE COMFORT OF YOUR COUCH, RIGHT TO YOUR FRONT DOOR.

ACCESS:

 

Tickets will be available for purchase through your usual ticket provider to receive a five hour all access Uber House Tour code for your show (sent either to your phone or email). Fans would be encouraged to buy tickets in their region for a better experience.

COMMUNITY: 

 

Create an avatar to serve as a virtual representation of you in the digital concert venue.

 

Roam the Hyperoom to chat up other fans.

 

Visit Meet the fans and upload a 10-second video or photo.


Join the pre-show, Meet the band, interview live stream with the artist(s) or band.

CONCESSION & MEMORABILIA:

 

Order food or artist/band merch through Uber House Tour site.

EMBRACE THE SHELTER IN PLACE.

4

TESLA

CYBERMOTO OLYMPICS

Come up with a ballsy, non-traditional approach to launching the new Tesla Cybertruck. Be sure to include: vehicle capabilities, the innovative essence of the brand, and their care for doing something good for the earth.

WATCH AS WE PUT THESE MOTOR-OLYMPIANS TO THE TEST – DISCOVERING THE BEST OF THE BEST.

The biggest question being asked amongst the many that are not die-hard Tesla fans are, “Why would I buy that if I can just buy a [insert vehicle with comparable capabilities]? Let’s show them why.

The biggest question being asked amongst the many that are not die-hard Tesla fans are, “Why would I buy that if I can just buy a [insert vehicle with comparable capabilities]? Let’s show them why.

Three totally out there challenges will be held testing the Tesla Cybertruck’s towing, durability, and speed capabilities up against comparable motor beasts.

 

The event will live stream on Twitch.

 

Viewers will be able to place bets on which vehicle will win within each event. At the end of the event, winning bets will be placed in a shuffle - four winners will be chosen and shipped the new Tesla Cybertruck.

 

What will viewers get out of this event other than the shock factor? An understanding of a street machine that is just as good as (or hopefully better than) than current gas-guzzling competitors.

RUGGED TOW

 

Cybertruck V.S. Ford F450: Both vehicles will tow their max capacity – the winner is the car that gets the furthest in 60 sec.

DEMOLITION TUNNEL

 

Cybertruck V.S. Presidential State Car: Both vehicles will enter a 300 ft long tunnel with destruction elements such as falling rocks, a bed of broken glass, dense brush, spray of bullets, black ice, and shaky terrain.

FAST & FUTURISTIK

 

Cybertruck V.S. Hennessey Venom F5: Both vehicles will street race a curated course of turns, mini hills, and bumps – testing speed and agility. Music and sound effects will be added as a feature to balance for the silence of the Tesla Cybertruck.

WE’LL COMPARE IF YOU DARE.

5

NFL

AMERICA LOVES FOOTBALL

Create a film that will air during Super Bowl 2021 for the NFL that articulates where they stand now in the fight against racism.

Black football players are often seen as ‘playthings’ and easily replaceable – with the average span of their careers being 2-3 years, creating a long term investment plan can reassure Black athletes that their education and health will be taken care of before AND after their sports career. A real and tangible form of reparations.

REPARATIONS FOR THE BLACK MEN THAT PLAY THE GAME AMERICA LOVES THE MOST.

Song: Back to you - Benjamin Gordon

The scene opens with the statement: America Loves Football. A jump cut to various sports footage begins with the following statements:

 

Loving the good times.

 

Even when there’s bad times.

 

Still never forgetting when the love began.

 

But we thought we could love the game…

 

Without loving the players…

 

We were wrong.


A slideshow of Black boys and men existing in everyday life will appear. Ending with: You’re more than entertainment. Always have been. Always will be. This followed by an apology from the NFL in how they have responded to social injustice – accompanied by a landing page link that ideally would list out benefits of the new insurance plan for BIPOC players.

ART DIRECTION: The black and white filter represents how some non-BIPOC people often say, “I don’t see color” then go on to use that as their reasoning for what exempts them from having racial biases and/or being racist.

 

Imagery of Black boys and men appear to break negative stereotypes, rooted in racism, such as, Black people hate the U.S. (false), Black people can’t swim (false), Black people are threatening (false), and Black men are not, cannot, or should not be fathers (false).

 

It ends in color to show that it’s time the NFL finally “see color”.

YOU’RE MORE

THAN ENTERTAINMENT.

6

CLARK'S

ONE – WAY – TICKET

Use the iconic Wallabee silhouette to design a shoe and packaging concept for a collaboration that is totally unexpected.

ONE–WAY TICKET JACOB LAWRENCE MIGRATION SERIES PANEL 1

The Wallabee. A shoe of choice for 1968’s revolutionaries, free-thinkers, and counterculture icons; A.K.A Black + Brown folks everywhere – while the world is listening, let’s tell them THIS story.

EACH STEP – A REMINDER OF THOSE WHO ENDURED THE MOST, WALKED THE FARTHEST, AND STILL ACHIEVED GREATNESS.

Clarks x MoMA will create a “One-Way-Ticket” Wallabee, inspired by the Jacob Lawrence Migration Series.

 

SHOE DETAILS: Embossed Migration Series Panel 1 inspired colorway and embossed number representing the mileage traveled. The shoe will be a literal ticket into the MoMA One-Way-Ticket exhibition.


PACKAGING DESIGN: Accessibility – see, touch (embossed text), and hear (audio recording embedded in the box) featured poem. Educational – small booklet highlighting the full series. Interactive – AR technology bringing to life the journey of the Great Migration.

CLICK TO HERE...

 

SCROLL TO THE BOTTOM...

 

AND LISTEN TO LANGSTON

HUGHES READ "ONE-WAY-TICKET"

YOUR TICKET. THEIR STORY. OUR FREEDOM.

7

TWITTER

LISTEN. BLACK TWITTER RUNS TWITTER.

Get brands and publishers who are spending money on advertising and influencers on other platforms to consider Twitter and its users as a viable destination to spend and partner with by telling an objective, data-driven story of Twitter’s most influential cohort, #blacktwitter

Black Twitter is one of, if not THE most influential, trendsetting cohort group currently on Twitter. Black Twitter’s existence has the ability to bring real ROI due to its incredible speed when it comes to virality. We have to imagine a world without Black Twitter to put the power of Black Twitter into perspective.

PUTTING THE POWER OF BLACK TWITTER INTO PERSPECTIVE.

OOH and/or video ads stating the facts below (video: visuals of the tweets popping on screen).

 

Listen. $65M in equivalent media value, for a sandwich. Black Twitter Runs Twitter.

 

Listen. We make up 12.5% of the US population yet we’re 25% of US Twitter users. Black Twitter Runs Twitter.

 

Listen. The top three most-tweeted campaigns in 2018 were #TakeAKnee, #BlackLivesMatter, and #MeToo. All black-issue centred hashtags. Black Twitter Runs Twitter.

 

Listen. The Top two tweets of 2020 were tweeted from the late Chadwick Boseman, 7M likes and former US.. President, Barack Obama, 4M likes. Black Twitter Runs Twitter.

 

They will run on other social media channels across brand pages and accounts. Caption will read:

“Who runs Twitter? #BlackTwitter”

LISTEN. BLACK TWITTER RUNS TWITTER.

8

NATIONAL

PARKS

SERVICE

ENCOURAGING BLACK PEOPLE TO GET OUT AND ENJOY THE OUTDOORS.

Come up with three executions for an Out Of Home campaign that gets Black people to visit National Parks.

WHO ALL OVER THERE?

The older Black generation and Black families are more cautious about their social whereabouts basically anywhere, but especially while camping. The execution will be the classic and iconic, “who all over there?”, culturally Black, question plastered across a billboard next to a “Green Book” by the NPS giving you the answer to that very question.

IT'S THE ✨_____✨ FOR ME. 😌

Generation Z and Millenials have made the “It’s the [insert verb, adjective, or noun here] for me” quote fill nearly every comment section across the internet creating curiosity and humor along the way. The execution will be screenshotted tweets from known Black camp enthusiasts, displayed in front of NPS views, with what “it is” for them about camping. (Featured: Yosemite | @lexbeckss)

GO GLAMP

Black people may often feel being in areas with little service and/or access to “check-in” as unsafe. The execution will be an introduction to glamping – a way to camp and also keep us connected in case of emergency. Tagline: “Wander where the WIFI is weak strong.”

A PROMISE OF SAFETY AND BEAUTIFUL VIEWS.

9

CLIMATE CHANGE

ARE WE PREPARED? ASK JOE.

Get Joe Biden to take decisive action on climate change in the first 100 days of his presidency.

Climate change affects EVERYONE but some areas are low risk against natural disasters while others are high risk. Being at risk is inevitable but without a plan for change it can be deadly – are we prepared for the worst?

Tackle climate change by showcasing a real visual representation of what our cities and communities will look like, across multiple demographics, while asking the question: Are we prepared? The execution will be in the form of a poster highlighting an “event” coming to town called, “tomorrow land”.

 

This followed by a CTA to “Ask Joe” by scanning the QR code that opens twitter for the option to tweet at him.

 

Ideally, the concerned public will tweet something along the lines of: “I live in [insert location] and my city is at risk of an increase in uncontrolled forest fires – what will you, U.S. President, Joe Biden be doing to help prepare and repair?” #AskJoe

FEATURED: THE WOOLSEY FIRE – MALIBU, CALIFORNIA | 2018 | DAVID MCNEW GETTY IMAGES

FEATURED: LOS ANGELES CALIFORNIA | DAVID MCNEW GETTY IMAGES

ARE WE PREPARED? ASK JOE.

GAP

X
KANYE

10

YZY PRESENTS "RUMINATION"

For the launch of YZY x GAP, create an experience that introduces the new collab to our audience, and reveals something “interesting” behind the understated clothing.

Kanye West  touches on leaving the hospital after having a "breakthrough" and how it took a toll on his confidence and previous collection. (TV-MA)

Kanye West. An artist known to struggle with Bipolar Disorder finds his center through his faith and artistic creation. One way that he expresses his art is not only through music but through his style. Studies show that what we wear indeed has a psychological impact on our minds, emotions, and mental state. This is known as enclothed cognition.

A VISUALLY ENLIGHTENING POP-UP SHOP SHOWROOM - ILLUSTRATING THE COGNITIVE IMPACT OF CLOTHING.

VENUE: Doug Aitken inspired, mirrored exterior, pop-up shop to represent the understated styles of GAP as well as show the duality of our being when contrasting inner and outer state of mind. Rumination will end with guests digitally submitting a new anonymous answer to the question asked at the beginning of the experience. A results summary will be sent to the guest list – showing the power of the mind and its correlation to clothing. 

GAP will release a one-day-only email list sign-up for an event titled, Rumination, prompting Kanye West superfans across social media to “sign-up now”. Sign-ups will be sent event details of the YZY collection drop with an embedded barcode which will serve as their ticket. Prior to entry, guests will digitally submit an anonymous answer to the question: Does your current style impact your confidence for the better?

 

The event will exist as an alternative fun house – ambient music, soft lighting, and a large floor plan with mirrored panels that guide the guests to break-out rooms:

ROOM1: Enclothed cognition centered YZY collection art gallery – detailing the purpose behind the colors and shapes behind the design.

ROOM2: Showroom stylists with a background and/or a deep understanding of enclothed cognition will help guests select outfits that help with mood-boosting and mental stability. Once purchased, guests will be encouraged to wear their YZY fits before entering the final room.

ROOM3: A clip from Kanye’s 2018 interview with Charlamagne will play encouraging guests to mentally connect the power of the mind to the power of clothing.

All collection proceeds from this event will go to the Depression and Bipolar Support Alliance DBSA of Chicago, IL.

CAN STYLE BIRTH CONFIDENCE?

THANK YOU EZ BLAINE, ORIEL DAVIS–LYONS, AND THE ONE CLUB FOR CREATIVITY.

© 2021 Janay Cooper