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Genius Brand Partnerships + Content
At Genius, the branded content approach is to keep music knowledge and artists' stories central, while weaving in the brand's thematic. We leverage a combo video, social, editorial and digital experiences to best tell our stories.
Shot + edited by Raw Media House
Rabanne Holiday
On the heels of a rebrand, Rabanne wanted to center itself in the space of luxury and gift-giving. 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 highlight the brand's core value of perseverance, we had a musical artist identify a lyric about perseverance, and had a visual artist capture it. We created several videos showing the creative process for each pair, and a hub that aggregated each part of the story. 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
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 famous Verse of the Month from our community.
Role: Creative Direction + Design
Sr. Designer: Alex Cheung
Branded Videos
Disney/The Sounds of Wakanda: Ryan Coogler and Ludwig Göransson on the soundtrack.
Hennessy/A Genius Perspective: A panel discussion with music industry creatives.
Jack in the Box/Studio Essentials: Artists talk through what they can't live without in the studio.
Timberland/Genius on the Street: A man on the street trivia series.
MiO/Creative Energy: A look into what fuels artists' output.
Role: Creative Direction
Sr. Designer (Timberland): Alex Cheung
Branded Social + Editorial
Audible: A deep dive with the legends for hip-hop's 50th.
Prime Video/Harlem: A look at Harlem's history, influence, and breakout artists.
Bibigo: How music influences golf icon Roger Steele.
Klarna + Converse: A data-driven look into the sneaker's lyrical mentions.
TIAA: Behind the scenes of Wyclef's new song fighting to retire inequality.
Paramount Plus/On the Come Up: The making of a soundtrack that's at the heart of the film.
ebay: A lyrical history.
Role: Creative Direction + Design
Rabanne Holiday 2022
In partnership with Smino and SiR, we created lyric-inspired luxury gift guides.
Role: Creative Direction + Design
Video + Stills: Raw Media House
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