Burrell, NBC Star Hawkins, Quriosity Team Up with McDonald's
February 12, 2020 by Screenmag
The focus of McDonald's Black & Positively Golden effort is to uplift communities through education, empowerment and entrepreneurship. It tells stories of truth, power and pride, and focuses on the people and places that are the greatest expression of Black excellence. What better focus for this campaign than the tireless efforts of Chicago's Free Spirit Media?
Advertising agency Burrell Communications, led by VP/ Creative Director Rebecca Williams and Chief Creative Officer Lewis Williams, teamed up with Qadree Holmes and Quriosity Productions to shine a much-deserved light on Free Spirit Media's efforts to cultivate youth voices to transform media and society.
"The campaign gave us a unique opportunity to reach in and uplift the community," Burrell VP Rebecca Williams told SCREEN. "It was created to help change the narrative overall from something negative to something positive. We hear so many bad things every day, all of the bad news about African American culture. But we don't get an opportunity to see the efforts people are making and doing to inspire others and uplift the community."
The frontman for this campaign is NBC series CHICAGO PD star LaRoyce Hawkins. The Chicago-born-and-raised Hawkins is interviewing the Free Spirit Media young artists in these spots, as part of his continued partnership with McDonald's to uplift communities and inspire excellence, which began this past fall. Here is LaRoyce's interview with FSM filmmaker Kyle Williams:
The campaign was filmed this past December at Free Spirit Media Studios in the original Sears Tower, built circa 1905, in Chicago's North Lawndale neighborhood. Quriosity headed up filming of the content as well as post production, featuring the talents of editors Christina Stumpf and Lucy Best Radtke, with NoiseFloor handling post sound.
You can enjoy the 15 second video, boomerang and 10 second social ad now via the @WeAreGolden handle on instagram, as well as by clicking here to visit the Free Spirit Media instagram page. A longer 60 second video will be released over the next few days.
The experience was impactful for Free Spirit Media and its young filmmakers, like Maia McDonald. "Getting the opportunity to be involved in the campaign was really cool because I got a chance to talk about my experience with Free Spirit Media and also because I got a look into the behind the scenes of how a marketing campaign works, as opposed to journalism, where most of my experience is."
Agency: Burrell Communications; Chief Creative Officer: Lewis Williams; VP, Creative Director: Rebecca Williams; Art Director: Vinh Tran; Executive Producer: Shirley Portee; Senior Producer: Cathy Antoniello; VP, Digital Lead: Charles Rasmussen
Production Company: Quriosity Productions; Director/DP/Photographer: David Gil; Executive Producer: Qadree Holmes; Line Producer: Marsie Wallach
Post Production: Quriosity; Editors: Christina Stumpf, Lucy Best Radtke; Assistant Editors: Miles Santiago, Rob Sheppard; Producers: Claire Smalley, Becca Sita; Colorist: Fred Keller
Audio Post: NoiseFloor Studio; Audio Engineer: Jamie Vanadia; Producer: Katie Waters