Google Chrome
Google gave us a brief: Chrome is fast, F1 is fast, and rapping is fast. We turned this seed, the theme of speed, into a full-fledged challenge: could megastars Lil Yachty and Busta Rhymes rap as fast as McLaren driver Lando Norris drives?
MPH vs BPM
Our campaign, MPH vs. BPM, came to life as an original song by Yachty and Busta with variable BPM to match Lando’s speed around the track. We made a wildly imaginative hero video to set the stakes and explain the origin of the challenge. But we didn’t stop there: we kickstarted an open verse challenge on TikTok, duetted by notable musicians including Harry Mack, Baby Tate, and a whole slew of TikTok users who organically jumped in to add their own verses.
My Role: Co-Executive Creative Director
The Pit Crew:
Brad Jones, Co-ECD
Rachel Samples, Creative Director
Hans Schenck, Creative Director
Alison Howlett, Executive Producer
Ehsan, Director
Lucian Barnard, Editorial