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Home / Reclame / National Geographic Partners with Grammy Award-Winning Artist, Zedd to Create an Original Music Video

National Geographic Partners with Grammy Award-Winning Artist, Zedd to Create an Original Music Video

Leveraging the power of music to guide viewers through a unique perspective on planet Earth, National Geographic has partnered with multiplatinum, Grammy Award-winning artist, DJ, composer and producer Zedd and Universal Music Group & Brands to create an original composition and performance music video, inspired by the channel’s “ONE STRANGE ROCK” episodic series executive produced by Darren Aronofsky & Nutopia.

The partnership, conceptualized and managed by Universal Music Group & Brands, also sees Nashville-based multi-award-winning content studio Evolve Studio handle end to end production and post production on the video and BTS films featuring Zedd’s creative journey and performance.

Directed by Evolve’s Joel Edwards, the leading 3’31” film shot in Hollywood’s Bronson Canyon cave combines live-action, VFX and projection-mapping to produce mesmerizing visuals to complement Zedd’s original music piece. As the musician performs on a grand piano, in the infamous ‘Batman’ cave, the stunning images of our planet and solar system encapsulate the space. As the music heightens the world in the cave comes to life and gravity starts to warp.

Director at Evolve Studio, Joel Edwards reflects: “This one was just flat out fun. Definitely out there conceptually and really was just our attempt to create an experiential homage to our beautiful planet and this beautiful series National Geographic has produced. The locations in the show really challenge us to think about who we are and what an amazing and strange world we live in. Our biggest challenge was working out how to do justice too and enhance that with Zedd’s performance, without taking away from original beauty of the show’s footage. We ended up projecting many of the show’s best moments and mixed them with a bunch of new custom VFX elements we created. It was an incredible project to work on; with Anton (Zedd), one of the most talented artists in the game and with a full plate of stunning visual inspiration from OSR.”

The video’s Producer, Melissa Daniels, also echoed the excitement of this project. “Working with the entire Zedd, Universal & Nat Geo team was a collaborative process from beginning to end. It was incredible seeing the vision for this project realized. The care our team put behind ensuring the projections matched not only the music itself but the intricacies of the cave was a true challenge. Our production team really rose to the occasion and knocked it out of the park. Projecting nature on nature and mixing in the track created a unique way for us to connect and celebrate this planet that gives so much to us.”

Mirroring how ONE STRANGE ROCK unravels the story of our planet, the performance is part of a series of four films which follow Zedd over the course of his creative journey with, an interview and a behind-the-scenes look at Zedd’s recording process — all culminating in this final performance.

Zedd comments: “I’ve always been a fan of Darren Aronofsky, and am really excited to partner with National Geographic to create an original composition for the series. I’ve immersed myself in the visual spectrum and am inspired to take on a different approach by experimenting with natural sounds and exploring grand themes that are representative of the world around us.”

The film launches on Zedd’s Vevo account on Monday 9th April.

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This Agency’s Holiday Card is an Auction of Award Show Bling

Every year, Toronto-based independent agency Bensimon Byrne and its divisions Narrative andOneMethod hold a holiday charity drive. This year they decided to go all in on Casey House, Canada’s first and only stand-alone hospital for people living with HIV/AIDS—not just doing their recent campaign pro-bono, but also trying to raise as much money for them as possible.

The agencies began their fundraising with an in-house holiday drive, which raised $20,000, but they wanted to do something bigger to raise additional funds for the chartable organization. So, they decided to auction off awards they’ve won for work on Casey House on Instagram.

“We are really proud of the work we’ve done for Casey House and what it has achieved to help smash stigma around HIV,” says Joseph Bonnici, Partner and Executive Creative Director, Bensimon Byrne. “In the past year, the campaigns have been featured in over 1000 news stories, garnered two billion media impressions and won 75 awards. Although we love getting recognized for the work, we aren’t married to the trophies themselves. So, we thought, let’s auction the awards we won for Casey House to raise even more money for Casey House.”

The Instagram auction begins on Wednesday, December 12, on Bensimon Byrne’s Instagram account, with the big awards that are known globally – One Show Gold, Clio Gold, and a D&AD Pencil. From there they’ll auction off more Clios, another D&AD Pencil and then the big Canadian awards, taking it day-by-day based on response.

“It will be interesting to see who buys the awards,” says Bonnici. “It could be anyone from a generous client, who wants to support the hospital, to someone who worked on the campaign and wants a gold Clio or D&AD Pencil all for themselves. Frankly, we don’t care who ends up with them as long as we raise money.”

To promote the auction, they have created this video – please note that the amounts spent on various shows listed in the video are totally tongue-in-cheek:

A post shared by Bensimon Byrne (@bensimonbyrne) on Dec 12, 2018 at 6:01am PST

Over the past year, Bensimon Byrne and Narrative have won 75 awards for their work for Casey House. The awarded campaign is 2017’s June’s an HIV+ Eatery, a pop-sup restaurant staffed by HIV+ chefs, and just last month they launched the follow-up Healing House, the world’s first HIV+ spa, staffed by HIV+ massage therapists.

The money raised will go towards creating personalized gift baskets for in-patients at Casey House. They all have individual needs to stay healthy and Bensimon Byrne wants to make sure they have everything they need for the holidays and beyond. The rest of the money will go to Casey House so they can continue to give the world’s best care when it comes to HIV and AIDS.

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