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Brand Partnerships + Content
At Genius, the branded content approach is to keep music knowledge and artists' stories central, while organically weaving in the brands' theme. Sometimes leveraging existing series is a perfect fit, but often the idea calls for a custom treatment. We orchestrate a combo of video, social, editorial, and digital experiences to make the narrative come to life.
Shot + edited by Raw Media House
Rabanne: Holiday Gift Giving
On the heels of a rebrand, Rabanne wanted to center itself in the space of luxury and gift-giving. For two Open Mic videos, we created a set with high-contrast lines and color blocking, letting the iconic gold bottle shine.
While the campaign focused on our emerging artists and lyrical gift guides, we also highlighted Rabbane ambassador Joey Bada$$.
Role: Creative Direction + Design
Video + Stills: Raw Media House
To illustrate the brand's core value of perseverance, we had a musical artist identify a lyric about perseverance, and a visual artist interpret it on a canvas. We created several videos showing the creative process for each pair, and a hub that aggregated each part of the story arc. Pusha T x Al-Basseer Holly, J.I.D x Zeph Farmby, and Baby Tate x Distortedd.
Role: Creative Direction
Sr. Designer: Alex Cheung
Wed Design: Jake Truax
Dev: Ryan Scheuer
Product Designer: Sam May
Video + Stills: Raw Media House
Rémy Martin: The Continuum of Black Music
Rémy partnered with Usher to show how Cognac played a major role in the birth of Jazz, via Black American GIs in France. To show how this was the genesis of all major American music styles, we assembled a panel of music experts to talk about how subsequent genres have influenced and defined each other.
Role: Design
Site Build: Mod Op
Disney/Marvel Studios: The Sounds of Wakanda
Longtime friends and collaborators Ryan Coogler and Ludwig Göransson had a canid conversation on how the Wakanda Forever soundtrack came together–its influences, its themes, and paying homage to T'Challa.
Role: Design
Video: Raw Media House
Audible: Stories Celebrating Hip-Hop's 50th
To promote Audible's stories with hip-hop greats, Genius interviewed Chuck D, looked at Snoop's lyrical legacy, and tapped Armani White to talk about old school's influence on today's music.
Role: Creative Direction + Design
Video: Raw Media House
Timerland:
50th Trivia
With their 50th anniversary coinciding with hip-hop's, Timberland wanted to test knowledge around the iconic shoe's lyrical history via man on the street interviews.
Role: Creative Direction
Sr. Designer: Alex Cheung
Video: Raw Media House
Miller Lite:
J Balvin's Summertime Essentials
Using their partnership with J Balvin, Miller Lite wanted to put themselves at the heartbeat of every summer kickback: the soundtrack.
Role: Creative Direction + Design
Video + Stills: Raw Media House
Rabanne Holiday 2022
In partnership with Smino and SiR, we created lyric-inspired luxury gift guides, alongside performances and interviews.
Role: Creative Direction + Design
Video + Stills: Raw Media House
Prime Video: Harlem
For Prime's series, Harlem, we created a 101 on the neighborhood's creative forces: A story on iconic places and people, features on some of its most prominent modern female artists, and emerging women to watch.
Role: Creative Direction + Design
Paramount: On The Come Up Soundtrack
For a film about an aspiring rapper, the soundtrack was a central to the storytelling. We created several pieces that gave us insight into the creator and Rapsody's approach to the lyrics.
Role: Creative Direction + Design
Jack in the Box: Late Night Studio Essentials
With the drop of Snoop's Late Night Munchie Meal, we began a new series focusing on artists' must-haves when they are pulling a late night in the studio.
Role: Creative Direction + Design
Video: Raw Media House
UGG: Winter Collection
To promote UGG's new winter collection, we tapped Domani for two snow-themed Genius franchsies. A live performance on Open Mic, and an interview via Footprint, talking about the mark he hopes to leave on the industry.
Role: Creative Direction
Sr. Designer: Alex Cheung
Video + Stills: Raw Media House
TIAA: Paper Right
TIAA worked with Wyclef Jean to pen an original song advocating for equity in retirement. We had him on to talk about his personal experience with success and finance.
Role: Creative Direction + Design
Bibigo: Roger Steele Partnership
As they broke into the US market, Bibigo wanted to find cultural avenues to connect with a new audience. As their new brand ambassador, we used music to help tell the story of who Roger is, and what fuels his day-to-day.
Role: Creative Direction + Design
Genius: Organic Content
Here are a few content franchises the Design Team helped develop alongside social and editorial. We'd leverage our site data for the year in lyrics, and source the Verse of the Month from our community.
Role: Creative Direction + Design
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