Tribeca Film Festival
To do the unbelievable you need to unbelieve
At Bai we built the brand around the persona that they were renegades with a cause, blazing their way through the beverage industry with their anti-sugar message. So we created a battle cry for folks who did the unimaginable, loved the unreal, and stayed unconvinced- “Unbelive”. To help launch this campaign we partnered with Tribeca Studios to create a film series debuting at Tribeca Film Festival called, “The Unbelievers” where we focused on stories about people who challenged the status quo—and prevailed. In our second season, we continued to focus on agents of change, but thanks to a shift in strategy to tie Bai to music industry events, this time we looked at these renegades through the lens of musical artistry and renamed this season “The Keychangers”.
The Scope: PR Films
JESSAMYN STANLEY- PR FILM
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CREATIVE DIRECTION
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JESSAMYN STANLEY- PR FILM / CREATIVE DIRECTION /
The Unbelievers: Jessamyn Stanley
Meet Jessamyn Stanley. An unbelievable yogi. She took personal struggle and turned it into empowerment for an entire community. As a teacher, activist, and author of “Every Body Yoga,” she’s fostered a revolution of body positivity, self-love, and self-care that breaks down cultural stereotypes.
BUEBELL COTLON- PR FILM
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CREATIVE DIRECTION
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BUEBELL COTLON- PR FILM / CREATIVE DIRECTION /
The Unbelievers: Burnell Cotlon
Meet Burnell Cotlon. It’s been years since Hurricane Katrina, and most people have given up on New Orleans' Lower Ninth Ward. Not Burnell. He thought the neighborhood was worth saving. Somebody had to do something. And that somebody was him.
ENCHROMA- PR FILM
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CREATIVE DIRECTION
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ENCHROMA- PR FILM / CREATIVE DIRECTION /
The Unbelievers: Enchroma
Meet Don McPherson. Don and his collaborator, Andy Schmeder, did something people said couldn’t be done. Something that sounded impossible. They created glasses that allow the color blind to see color.
CHAPPO- PR FILM
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CREATIVE DIRECTION
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CHAPPO- PR FILM / CREATIVE DIRECTION /
The Key Changers: Chappo
Meet Chappo. To find commercial success, most bands have to compromise. They have to adapt and cater to the desires of a mass audience. But in their 8 years together, Chappo has never compromised. Unapologetically committed to their creative identity.
KAFARI- PR FILM
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CREATIVE DIRECTION
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KAFARI- PR FILM / CREATIVE DIRECTION /
The Key Changers: Kafari
Meet Kafari. Having faced economic hardships growing up, pianist and bones player Kafari saw the transformative power of music in his own life. He knows that music has a greater power. The power to heal. The power to lift you up.
LITTLE NORA- PR FILM
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CREATIVE DIRECTION
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LITTLE NORA- PR FILM / CREATIVE DIRECTION /
The Key Changers: Little Nora
Meet Nora Brown. A 12-year-old girl is supposed to do things a certain way. Listen to certain kinds of artists. Play certain kinds of instruments. They’re certainly not supposed to play century-old banjo music that bridges cultural and geographical boundaries. But Nora Brown isn’t your ordinary 12-year-old. She’s redefining what a young musician can and can’t do.