View GreenLight's video case studies for Under Armour, Ultimate Ears, GRAMMY Amplifier, and Illy.
Most sports brands sell clothing by celebrating star athletes as infallible heroes in moments of glory. But Under Armour celebrates an athlete's WILL, because while many express the desire to win, few possess the resolve to train as hard as they play and fight through adversity when it drops them to the mat. In this 5-part online series, we documented Cam Newton's offseason preparation — unpolished, unscripted and unabridged — with the goal of fueling high school football players' WILLs on their journeys as athletes.
Lytro, an imaging company founded by a Stanford genius, was launching the world’s first professional light-field camera capable of capturing “Living Pictures,” which allow a user to re-focus through a tiff-stack of images creating a 3D effect. Professional photographers and media publishers were skeptical until we put the camera in their hands to add depth to the stirring stories they tell. Our marketing captured their work in a series of short documentary films dubbed “In a Different Light.”
This inspirational documentary chronicles a group of determined women in Costa Rica who overcame their village's economic crisis by growing coffee. Illy Café's support of Asomobi is just one of the company's many global sustainability initiatives and provides a small glimpse into the many generations of hands that touch our coffee before we enjoy it. Directed by Lesley Chilcott (An Inconvenient Truth, Waiting for Superman), the film appeared in global film festivals, made its theatrical debut earlier this year and is now available on all major domestic and international VOD platforms.
To launch the new Veloster, Hyundai wanted to connect with the young, creative class. By tapping into their passion for music and exploring its most innovative edge, we helped Hyundai earn their attention and respect with The RE:GENERATION MUSIC PROJECT, a feature documentary that challenged five of the world’s top DJs to re-imagine traditional genres of music.
Rolling Stone broke the story with its feature on Skrillex collaborating with The Doors. 200 music outlets picked up the story, kicking off a ten-month promotional cycle that garnered over a billion media impressions and 12 million video views on Hyundai’s YouTube channel. The integrated program included a red carpet world premiere at Grauman’s Chinese Theatre, a nationwide theatrical run, screening events at Coachella and acceptance into the SXSW Film Festival. The film is now available on Hulu and Fuse TV.
GreenLight came on board to Executive Produce this very special feature-length documentary. Inspired by "Rattle and Hum'' and "Endless Summer," Fading West follows GRAMMY-winning alternative-rock band Switchfoot as they travel the globe in search of new musical inspiration and perfect waves. Filmed during Switchfoot's 2012 World Tour, Fading West charts the creation of the fivesome's upcoming album in its earliest and most unpredictable stages. As the band visits legendary surf breaks in Australia, New Zealand, Africa, and Bali, brothers Jon and Tim Foreman breathe fresh life into their songs by harnessing the spirit of their surroundings and mining new emotional depths. Part rock documentary, surf film, and travelogue, Fading West offers rare glimpses of the longtime surfers on their boards, captures the frenetic energy of their live shows, and portrays a journey both epic and intimate.
We teamed up with the GRAMMY's and Hyundai to create Center Stage, an innovative music platform built to help artists achieve their full potential. In collaboration with Mike Shinoda of Linkin Park, up-and-coming artists get to have their careers amplified via music video, music festival performance, and a recording session with a GRAMMY winning producer. We've also created a cutting-edge interactive experience at the GRAMMY's to bring the Center Stage program to life and exhibit Hyundai's dedication to innovation.
We are experts at executing innovative and engaging brand activations at the world's largest music festivals. Click through the photo gallery to see our latest work.
Shortly after Logitech acquired Ultimate Ears, they enlisted GreenLight to rebrand and relaunch Ultimate Ears. UE audio technology is highly respected and used by over 70% of touring musicians today. With a product line of high-end consumer headphones and wireless speakers, UE products are truly made to love music.
We teamed up with Reggie Watts to produce a series of branded comedy episodes powered by the UE BOOM. Chief Socio-Musicologist Reggie and his faithful assistant Asif set out to conduct a variety of social music experiments to discover if music can get you laid, get you high, stop a fight, and start a party anywhere.
Go behind the scenes with Stephen Marley and Producer Jason Bentley as they tackle a remix of the timeless classic, "Three Little Birds."
In launching Hyundai's new Santa Fe SUV, we asked "What can we do for parents?" Because parenting is hard and parenting well is even harder. It's easy to surrender to a life of bounce-houses and theme parks and an entire generation of parents is now at a crossroads. These rebellious Xers hellbent on fighting the man in their youth now have kids of their own and they're not all coping well. Did you know that 3 in 5 children suffer from a parent who doesn't rock? Every day thousands of kids are subjected to indignities like mom jeans and easy-listening radio. To fight this growing epidemic, we teamed Hyundai up with rock gods Tenacious D, Alicia Keys, KISS, Travis Barker and Alanis Morissette to help parents reclaim their punk rock edge.
Food and wine have been paired together for years, but another important ingredient in a great evening is music. Whether you're creating a playlist for a dinner party or an executive chef setting the ambience at a restaurant, music amplifies the sensual way in which we enjoy food.
Pairings is an entertainment property that connects people with their passions for food, wine and music through live events and digital content. As the presenting sponsor, American Express has offered card-members exclusive access to events with top chefs and artists like Dave Matthews, John Legend, Sting, Ben Harper and Tim McGraw. If you weren't one of the hundred lucky attendees at these events, you can catch a glimpse at www.pairings.com or www.youtube.com/americanexpress
Country Now is a new YouTube original content channel that introduces country programming to the digital world. Country Now features programs on live events, concerts, fashion, comedy and culture.
We know there’s a lot at stake for brands when booking a private performance and we’re great at helping clients navigate the complex, nuanced landscape that is the music industry. Whether we’re producing concerts at existing venues or pop-up locations, we understand how to put artists at their best while accomplishing everything the brand needs.
We can do everything from artist booking to venue build-out, technical production (stage/sound/lighting), fan engagement, meet & greets, ticketing and filming. We have produced live performance events with Dave Matthews, Sting, Ben Harper, Tim McGraw, John Legend, Timbaland, Tenacious D, Chris Cornell, Skrillex, Mark Ronson, Erykah Badu, The Crystal Method, DJ Premier, Pretty Lights, LeAnn Rimes, Jeff Bridges + T Bone Burnett, Switchfoot, The Dap-Kings, Zigaboo Modeliste, Sleigh Bells, G. Love, The Dirty Heads, Natasha Bedingfield, Jenny Lewis, Kaki King and The Jonas Brothers.
Great wines are synonymous with great stories; every bottle an epic waiting to be told. When you open a bottle of Dreaming Tree Wines, you are turning the first page of an adventure years in the making. A story woven into its earthy tones and full-bodied flavor. Every nuance carefully crafted by the hand of its passionate creators, Dave Matthews and Steve Reeder.
Dreaming Tree is a creative endeavor by two artists sharing a journey captured in a series of videos and stories from their time in Sonoma, CA. The website invites people to spend some time in wine country and explore the wine’s first three varietals as individual stories; the Chardonnay, Cabernet Sauvignon, and the red blend appropriately named Crush.
The best way to become part of a culture is to create something for it. As illustrated in the film Grey Whale Sessions, Pacifico’s authentic place in surfing is off the beaten path with good friends, warm sun and cold beer. For some, that means finding adventure along the dusty, washboard roads of Baja. For others, it’s a short respite in their own backyards.
At the U.S. Open, the largest surf contest in the States, we brought back the aesthetic of longboarding with the Pacifico Noseriding Invitational hosted by Joel Tudor. We also produce an annual concert (G. Love and The Dirty Heads have performed in the past). Now in our fourth year with the brand, the integrated program includes athlete partnerships, custom content for KROQ and Surfline.com, onsite activation, a concert and limited edition merchandise for the noseriding competition.
A perfect storm was harnessed into this program. Timbaland's new album "Shock Value 2" was being released in digital form exclusively from Verizon. The album included collaborations with everyone from Chris Cornell to the Jonas Brothers. And BlackBerry was launching its new Storm smartphone.
To promote this digital-only release exclusively on the Verizon platform, Verizon and their digital media agency, Tribal, called upon us to produce a series of events featuring musical performances by Timbaland (Miami), Chris Cornell (Chicago) and the Jonas Brothers (Dallas). These exclusive events gave fans an up-close and personal vantage of their favorite artists. To get any closer to the Jonas Brothers, you'd need a ring. Fortunately, no restraining orders were broken and the events generated significant buzz and media impressions. The events made cultural waves and launched successful retail and sales promotions.
Tim was recognized as the most played artist of the decade in 2010 - across all radio formats. Last year's solo tour spanned 60+ dates and the Soul2Soul tour he headlined with Faith remains the highest-grossing country tour in history for a group or duo. Needless to say, the country legend has a rabid fan base, so when it came time to create his latest music video for Felt Good on My Lips, we handed fans the camera and stepped out of the way.
As part of GreenLight's creative stewardship of various Red Light Management artists, this video connected fans with the raw power of Tim's live performance. Working closely with Tim on a concept that mixed professionally shot footage with fan generated footage taken from 20 cameras handed out to the audience that night, the video shot to #1 on the country video charts.
The first importers of Pacifico were Californian surfers who brought cases back from their adventures south of the border. We retraced their steps in Grey Whale Sessions, a surf film documenting the classic Baja road trip. Featuring Garrett "G. Love" Dutton, Keith Malloy, Tyler Warren and Chris Christenson, the film reminds us that the best journeys are far from the beaten path.
The film premiered at the US Open of Surfing, anchoring Pacifico's first sponsorship of the event and paving the way for our activation these last four years.
In August 2010, adidas took over the city of Copenhagen, Denmark during fashion week. As part of the citywide takeover, we produced an event that celebrated the color and originality of the brand, complete with a decorated adidas shipping crate setting sail through the city center.
Making further waves, we invited 600 lucky consumers, trendsetters, and VIPs to the Pumpehuset, a recently closed venue we revived for a one-night-only music and light experience headlined by Sleigh Bells, one of the hottest bands in the world.
Originally conceived by the band Switchfoot, Bro Am sums up the band's connection with San Diego and their desire to bring the surfing and music communities together to make a difference. The annual event takes place at Moonlight Beach in Encinitas, boasting a full day of concerts and surf contests to raise money for Stand Up for Kids, a non-profit organization focused on at-risk teens.
Some of the greatest rockers of all time have worn Converse. Joey Ramone, Keith Richards, Kurt Cobain and The Edge have all donned them on stage. But Converse wanted to capture today’s creative sparks, so we sent fictional music critic Tom Ressa to Bonnaroo as a SPIN correspondent to interview performers about what inspires them creatively.
Tom is the lead character in "Music and Words," a web comedy show driven by his delusional belief that he is, in fact, a peer to the world’s best musicians. But the artists weren’t in on the joke. So when Tom sat down with MGMT, Grace Potter and a host of other Bonnaroo acts to design their own "Converse One" shoes, the result was fifteen awkwardly hilarious webisodes integrated into SPIN.com's coverage of the festival.
While most brands focus on the lights and glamour of center-stage, shaving is part of an artist's preparation. So we brought Gillette's audience backstage in the UNCUT film series, capturing the pre-show rituals of Will.I.Am, Tim McGraw, Mark Hoppus and the All-American Rejects.
The films premiered on Fuse TV and were promoted throughout SPIN, Pandora, LastFM and YouTube, garnering over 14MM views and spending 4 weeks on Ad Age's Viral Tracker Top-5 chart. Viewers were then driven to a digital hub on Gillette.com for tongue-in-cheek shaving tutorials where they learned to Shave Like a Rock Star.
Country music superstar Tim McGraw launched a nationwide program called Homefront in partnership with Chase to award 25 mortgage-free homes to wounded warriors and service members during his summer tour. McGraw has a long history supporting military families and wanted to find another way to honor our vets. The partnership with Chase made this possible and provided an opportunity to launch an integrated program across Chase, Chase Military & Veteran Affairs, Chase Retail Marketing, Operation Homefront and The USO.
To kick off this program, we produced a Memorial Day Concert of remembrance and gratitude for veterans during Fleet Week in New York City at the historic Beacon Theater. The concert hosted more than 2,500 service members and was broadcast LIVE on YouTube and The Pentagon Channel. The live stream boasted one of the longest live music stream engagements, per viewer, on YouTube. It was also streamed worldwide to 400 Military Bases and Embassies/Consulates in 177 countries via the Pentagon Channel.
PMG operated 12 of Las Vegas' premier nightclubs and restaurants including PURE, LAX, Pussycat Dolls Lounge and the Venus Pool Lounge. But while individual clubs had caché, the master brand didn't.
We embarked on a network redesign, integrating 12 venue websites into one seamless web experience developed in partnership with BKWLD.
Artists influence culture with their voices and through their actions. They can bring powerful attention to causes, and our role with Red Light Management involves identifying the artists' values and bringing them to life. One trend evident among our more environmentally-conscious artists is the greening efforts on their tours. Green riders are the new industry standard, and if you walk backstage, you’re more likely to find organic greens than green M&M's.
Dave Matthews Band is the largest touring act of the last decade, so while drinking water might not seem like a big deal, replacing bottled water with filtered Brita systems at concerts and among the traveling crew made a huge impact. It began as a tour partnership before bringing the message to music fans on Pandora with this special video showcase positioning Brita as part of the greening solution for today’s environmental crisis.
To release their new single “For 12” the Oklahoma indie rock band Other Lives wanted a music video that lived up to the song’s haunting, solitary melody. It was an opportunity to visually introduce new fans to the band’s uniquely artistic style.
Mars became the backdrop for the piece, following the doomed flight of space capsule 4-12 on its final journey over the lifeless surface of an alien world. Using motifs reminiscent of Kubrick’s masterpiece 2001 A Space Odyssey, the video juxtaposes the band’s atmospheric, folk style with futuristic mysticism to create a video that takes viewers quite literally to another world.
Clear wanted to introduce New York to its super-fast, take-it-with-you Clear 4G WiMax service. And since New Yorkers are creatures of local habit, we wanted to become part of their daily routines. Our concept was called The Clear Path - a series of daily events at the best local hot-spots showcasing Clear's broadband service and generating valuable leads for the young brand.
We then extended the Clear Path into music festivals, which are essentially temporary neighborhoods of music-lovers. Benefits included free burgers from The Love Shack, VIP upgrades and artist meet & greets.