The Imperfect Journey //
Genius x Tres Generaciones
Tres Generaciones is the spirit of perseverance, so we created a program exploring the genre of perseverance: Hip-Hop.
“You might knock me down two times, but I promise you I’m gonna get up Tres.” -Baby Tate
Tres Generaciones & Genius celebrated the 50th Anniversary of Hip-Hop by exploring perseverance through the motivational music of hip-hop artists.
Coming to life as a three-part video series, we paired artists with a visual designer, who transformed one of their most impactful lyrics into a physical piece of art.
The creative consists of the artists conversing with the designers, chatting about their shared failures and how it only made them stronger.
We see the visual designers bring the artist’s chosen lyric to life and culminate with the reveal moment.
So What Did I Do?
Brainstormed the idea in pre-sales (with the team, of course).
Created the whole pitch deck
Presented deck to clients
Incorporated feedback from clients
Won pitch (nice!)
Joined external calls to chat pitch with all teams — agency, client, etc
Consulted on creative direction in post-sales
Went on set to make sure everything was grooving with strategy
& enjoyed the series very much
Check It All Out Below
J.I.D. x Zeph Farmby
Zeph Farmby uses a powerful lyric from “Sistanem” to create a painting of five individuals. While the work looks unfinished, it’s complete, as Farmby emphasizes the idea that “we’re all works in progress.” Farmby’s use of seven colors in the painting is a reference to the fact that both he and J.I.D happen to be the youngest in families with seven children.
Pusha-T x Al-Baseer Holly
Al-Baseer—who moved from rapper to successful artist years ago—creates a portrait of Push inspired by a lyric from the rapper’s 2011 song “Alone in Vegas.”
Baby Tate x Distortedd
Philly-born visual artist Distortedd draws on a lyric from Baby Tate’s 2022 single “Yasss Queen” and dreams up a futuristic yet beautiful image that leaves Baby Tate feeling inspired herself.