Beyond the Beat.

There were a few major factors that impacted our creative considerations: We had a very small production budget; we couldn’t use any of the assets in the exhibition as we didn’t have licensing for them; and we needed to make sure anything we did represented the various genres featured in the exhibition.

After much research, our chosen direction was called “The Sound of Human Rights”, with the key concept/insight being the inherent similarity between the physical actions you see in protests and also in music and concerts. Starting with a raised fist.

We created a :30s spot using found footage and imagery of real concerts and protests. We ensured that a variety of protest subject matter and musicians were represented. A custom track was created pulling in as many different genres of music as possible and creating a track that had a really strong build up and drop to match the positive energy of the visuals and the match cuts between protest and concert footage, showing the beauty that is created when people of all backgrounds express themselves through their traditions and their music.

The Museum’s exhibition branding was woven throughout with animated graphics, and our campaign tagline of “When it comes to human rights be instrumental,” carried through all video assets, radio, OOH, digital, and print.

For non-video assets, we created collaged images, heroing individuals while supported by a community of concert goers and protestors, showing how music of resistance is communally-informed and shaped.