Mill+ director Carl Addy worked with Y&R and VML New York, the Drink Up effort and multi-platinum, Grammy award-winning singer, songwriter, actress and author Ashanti to release her latest single, “Let’s Go.”
Drink Up, in collaboration with the Partnership for a Healthier America, of which First Lady Michelle Obama is the Honorary Chair, encourages people to drink more water more often.
Four versions of the video, reflecting different levels of hydration, were delivered to Y&R and their partner company VML, who developed the interactive software for a dedicated site. The video that is shown is determined by the level of social media surrounding it – the more tweets the website receives, the more hydrated, in terms of visuals and sound, the video becomes.
The Mill+ team created all the hydration elements, which comprise of flowers that come to life and multiply as Ashanti sings. Once they are fully hydrated they transition into an explosion of graphical colour. Visitors to the site can further interact with the video by pausing it and viewing their tweets and watching behind the scenes footage.
Director Carl Addy describes his team’s work, “Mill+ shot the video in New York with Ashanti, and her great team of choreographers and make up artists helping out. We then completed the post back in London. Essentially, the highest quality version of the promo is unlocked by the public’s media activity – the more uses of the hashtag #DrinkUpAshanti, the better the quality becomes. The idea was that the flower would come to life and then gradually become increasingly rich, almost psychedelic.”
Agency: Young & Rubicam (NY) Producers: Taylor Schomann, Seema Niak Creative Director: Harsh Kapadia Creatives: Bruce Jacobson, Alan Vladusic Account Directors: Nathan Strawn, Chad Oliver, Arantza Urruchua Business Manager: Adele Solomon
Production Company: Mill+ Director: Carl Addy Executive Producer: Zu Al Kadiri Producer: Tia Perkins Director of Photography: Adam Carboni Production Designer: Kai Lee Choreographer: Brice Vick Wardrobe Stylist: Rosie Michel, Kenashia Douglas Make Up Artist: Jeanette Grant Hair Stylist: Frank Izquierdo
Interactive Website Developers
Interactive Website Developers: VML Producer: Cynthia Lin Lead Developer: Steve Stone
Editing Company: Mill+ Editor: Alex Trierweiler Editing Assistant: Remi Aaron Editorial Producer: Mike Pullan
VFX & Design
VFX Company: The Mill Executive Producer: Stephen Venning Producer: Alexandra Paton Production Assistant: Tess Miles Shoot Supervisor: Olivier Varteressian Creative Director: Carl Addy VFX & Design: Carl Addy, Alexandra Pelham, Charles Bigeast, Grant Berry, Ashley Tyas, Dan Herlihy, Remi Aaron, Stephanie Dewhirst, Fred Huergo, Freya Barnsley, Henry Foreman, Ivo Sousa, Kwok Fung Lam, Nick Sze, James Pratt, Gavin Marler
Colour: The Mill Colourist: James Bamford Colour Assistant: Brendan Buckingham