“JUICE”

In honor of the 10th anniversary of Chance The Rapper's iconic mixtape "Acid Rap," a special limited-edition "Acid Rap" drink was introduced.This exclusive product collaboration took shape with Chicago's own Lyrical Lemonade, a globally recognized multi-media company specializing in music videos, live events, and exclusive content. The goal was to create a distinctive commemoration of the mixtape's anniversary through a main video commercial & photography while featuring some of Chicago’s best artists.

This video was directed by Christian Vergara & was a project that took months of both planning and preparation to execute things perfectly. My role in this project was to handle all photography of behind the scenes content, photography of the product itself, as well as photography of all influencers involved in the video itself.

CONCEPT & APPROACH

Originally presented by their internal team, the concept revolved around showcasing influential figures of Chicago passing the "Acid Rap" drink can, featuring various iconic Chicago backdrops. Expanding on this idea and drawing inspiration from the old Chef Boyardee commercial, we added a new element to the story by showing the can “having a mind of its own”, and included an introduction and conclusion to the story.

PRIORITIES & CHALLENGES

A key challenge was ensuring that the concept maintained a Chicago Community Centric approach, showcasing influential figures across various domains in the city, including actors, artists, musicians, business owners, and television hosts. The abundance of cameos in the commercial necessitated the creation of an engaging and connected storyline for a seamless viewer experience.

SOLUTION

The solution involved crafting a main commercial piece alongside social media content and photo deliverables. All content pieces were strategically released in a single day, with each cameo posting on their social media platforms and tagging the next cameo in the sequence. This approach created a captivating narrative, prompting audience members to follow the story as it unfolded.

RESULT

In the end, we were able to produce/execute/deliver a final commercial, short-form content pieces, and an incredibly in-depth photo campaign. We had 10+ videos created and shared by 26 Chicago influencers, along with over 550 photos delivered.

We were able to amass over 1.1million views across Instagram alone when we released the video and had even more across other socials. As someone who is from the suburbs of Chicago and grew up listening to Acid Rap & Chance the Rapper myself, this project was incredibly special to me.