Client: Beats by Dr. Dre | Agency: Translation | Role: Senior Copywriter

We live in a world that loves, and is shaped by, Black culture.

But that same world has proven time and time again that it does not love Black people.

Our brand relaunch – for the only billion-dollar tech company with a Black man’s name on the door – was spearheaded by a short film that unpacked the question: “You love Black culture, but do you love me?”

We also recorded behind-the-scenes content for Beats social channels featuring our talent expanding on what it means to be Black in America.

Since launch, our film has been viewed over 100 million times and organically shared by leading journalists, civil rights leaders, politicians, musicians, athletes, and millions of everyday people across the world who felt seen and heard through the piece.

I feel extremely lucky and honored to have touched this important work and to have had the absolute privilege of writing alongside a living legend, Lena Waithe.

Photography by Shon Mogharabi.

  • Fast Company & FC's Brand Hit of the Week, The Today Show, Variety, The LA Times, The Source, AdWeek, Muse by Clio, Campaign, Shots, Pop Sugar, Vogue, Working Not Working Magazine, D&AD Annual, and many more

  • The 73rd Emmy Awards

    • Nominee - Outstanding Commercial

    Cannes Lions

    • Titanium - Titanium Lion, Communication Film

    • Gold - Communication Lion, Film, Online, Consumer Durables

    • Silver - Film Craft Lion, Script

    • Bronze - Film Craft Lion, Direction

    • Bronze - Film Craft Lion, Casting

    • Bronze - Entertainment Lion, Talent: Film, Series & Audio

    • Shortlist - Entertainment Lion for Music, Use of Original Composition

    • Shortlist - Social & Influencer Marketing, Organic Reach & Influence

    AICP Awards

    • Best In Show, Placed in the permanent collection at New York’s Museum of Modern Art

    The One Show

    • Grand Prix (Best of Discipline) - Film

    • Gold - Cultural Driver

    • Gold - Online Films & Video / Long Form - Single

    • Gold - Online-only Video / Single

    • Gold - Original Music / Score

    • Bronze - Short Form Video / Single (:30)

    • Merit - Influencer Marketing / Multi-Channel

    • Merit - Creative Effectiveness / Consumer / Brand

    D&AD

    • Yellow Pencil - Film / Social Commercials Over 30 Seconds

    • Yellow Pencil - Writing for Advertising / Film

    • Yellow Pencil - Cinematography / Film

    • Graphite Pencil - Direction / Film

    • Graphite Pencil - Entertainment / Scripted Short Form

    • Wood Pencil - Sound Design & Use of Music / Original Composition

    • Wood Pencil - Film / TV/VOD Commercials Under 60 Seconds

    • Wood Pencil - Impact / Advertising / Brands

    • Shortlist - Digital / Use of Talent & Influencers

    • Shortlist - Direction / Scripted Entertainment

    The Clios

    • Grand Clio - Film (61 Seconds to Five Minutes)

    • Grand Clio - Branded Entertainment & Content (Film - Scripted)

    • Gold - Film (61 Seconds to Five Minutes)

    • Gold - Branded Entertainment & Content (Film - Scripted)

    • Gold - Film Craft (Direction)

    The Webby Awards 2021

    • Winner - Video Ad Long-form (Advertising, Media, & PR)

    • Winner - Best Original Music (Advertising, Media, & PR)

    • Nominee - Best Art Direction (Advertising, Media, & PR)

    The Webby Awards 2022

    • Winner - Video Scripted (Branded)

    SHOTS Awards

    • Gold - Direction (From 61-seconds to 3-minutes)

    The 2021 Immortal Awards

    • Winner

    The Andy Awards

    • GRANDY (Best In Show)

    And more…

  • Agency: Jason Campbell, Ritesh Gupta, Castro Desroches, Rachel Leathers, Matt Flaherty, Dustin Grant, and many more

    Partners: Melina Matsoukas, Malik Hassan Sayeed, Lena Waithe, Solange Knowles, Tobe Nwigwe, Robert Duffy, Andrew Morrow, Sean Coleman, Alima Lee, and many more

 
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