SPRITE - THIRST FOR YOURS

SPRITE “THIRST FOR YOURS” DOCUMENTARY

OBSTACLE: Sprite, a brand deeply intertwined with hip-hop culture for over three decades, faced a challenge: it had lost some credibility and appeal among youth audiences. Recognizing the need to recommit to amplifying the voices and efforts of the community in a way that was authentic and transformational, Sprite sought to redefine its approach.

SOLUTION: Reshape Sprite's youth appeal by fighting back at gatekeeping and shattering industry standards.

In collaboration with UPROXX, Sprite embarked on a mission to address a prevalent issue in the music video industry – the lack of recognition for behind-the-scenes talent. Understanding that collaboration and proper attribution were essential for the new generation of creatives, Sprite envisioned a platform to redefine the industry's workings in the 21st century.

Approach:

To discover the most talented emerging artists and assemble the first-of-its-kind production crew, Sprite launched a social-first call-to-action campaign across multiple platforms. By bypassing traditional industry gatekeepers, Sprite aimed to directly engage with and elevate emerging artists.

Bringing together a team of 10 creatives in a collaborative workspace in Los Angeles, Sprite provided resources and mentorship opportunities, connecting the crew with renowned industry experts such as Big Sean's director and Nipsey Hussle's producer. A 10-minute documentary captured the entire behind-the-scenes process, showcasing the journey of the TFY crew as they brought their vision to life.

The culmination of the project was the release of the final music video created by the TFY crew. Sprite celebrated this achievement by hosting a launch party in downtown Los Angeles, screening the documentary and music video, and creating a cultural moment that resonated with audiences.

Strategic Execution:

Direct Engagement: Established a direct line of communication with emerging artists, empowering them to participate in the project.

Resource Allocation: Provided resources and support to the production crew, ensuring they had the tools needed to bring their vision to life.

Industry Connections: Leveraged connections with industry experts to provide mentorship and guidance, enhancing the quality of the final product.

Outcome:

By redefining the music video production process and amplifying the voices of emerging artists, Sprite successfully regained credibility and appeal among youth audiences. The project not only showcased Sprite's commitment to authenticity and transformation but also created a cultural moment that resonated with audiences and industry professionals alike.

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