Janelle Monáe & Belvedere Vodka had just started a new partnership and was searching for an agency to launch their new collaboration across the U.S. market. We won the pitch and sold our platform campaign idea called “A Beautiful Future”. It’s a project that was meaningful on a personal level not only to the team, but very much to Janelle herself, founder of the “Fem the Future” movement.
To launch the campaign we zoned in on the Academy Awards. In the 90 years of the awards, only five women have ever been nominated for Best Director, and only one has ever won. One. In almost a century. So on Oscar weekend, we gave four female filmmakers a budget and a simple brief: Show the world what a beautiful future looks like to you. Turns out, when you promote diverse storytellers, you get some pretty amazing diverse stories. Together with Janelle we curated four amazing directors: Kristen Lepore, Janicza Bravo, Lacey Duke and Megan Park. Check out their short films below.The campaign also picked up some attention:
Campaign Launch spot:
“Each of these women come from different walks of life and they’re creating art that reflects their perspective and I think that is important and that’s what they’re focusing on. I think this campaign will continue to include storytellers from around the world. It will give them an opportunity to speak from their roots. Hopefully we can bridge that gap and start conversations and for humanity to unite and realize that we are stronger together.”
Short films by our talented directors:KIRSTEN LEPORE “Natural History Museum”
MEGAN PARK “Where Did I Go”
LACEY DUKE “XO”
JANICZA BRAVO “Val”
Behind the Scenes with Janelle and the Directors:
Our campaign concept “A Beautiful Future” continues to inspire with Janelle’s new limited edition bottle design with Belvedere Vodka, launched in June 2019.
© 2023 Nari Kim