16th Street, Hyundai - for PivotTV Producer
Director: Brennan King
Agency: Students of the World (GSD&M)
16th Street, for Hyundai
To spark new interest around Hyundai’s “New Thinking, New Possibilities” brand campaign, we partnered with Pivot TV to produce a 3-part content series that celebrates the creative process and reaches a new and younger audience for Hyundai. “16th Street” was filmed at Oakland’s 16th Street train station and celebrates the synergies of a soulful beat maker and classic dancer as they come together to create a new interpretation of their crafts.
The “16th Street” series aired on Pivot TV, a network for millennials, to its 45+ million subscribers and was part of Hyundai’s digital ads campaign.
The artistic initiative helped Hyundai step into the consumer conversation in a relevant way by showing that Hyundai is on the ground floor with the next generation of creative leaders. Through a real story of creativity, collaboration and an iconic community landmark, we helped Hyundai engage with millennial consumers in a socially relevant way.
About Pivot TV
As a producer for the launch of Pivot TV — Participant Media's socially minded cable network — we built and executed a content and community strategy designed to reach college students and culturally engaged millennials at scale.
Our approach was two-fold.
Working across Pivot's marketing and ad sales teams, we developed branded content strategies customized to each advertiser targeting university audiences. Every concept was built to resonate with a generation that expected brands to stand for something. Hyundai is an example of this.
Additionally, we produced campaigns advertising Pivot TV’s shows which inspired dialogue around relevant social themes. One example was their show “Please Like Me",” which uses down-to-earth comedy to address the sensitive issue of mental health, and another one (below) was to promote "Cesar's Last Fast," a feature documentary film directed by Richard Ray Perez on the legacy of Cesar Chavez, an American farm worker, labor leader and civil rights activist, who used grassroots organizing to support the rights of farmworkers.
Harvesting Hope - for PivotTV Producer
Director: Nelson Navarrete
Agency: Students of the World (GSD&M)
Harvesting Hope, for Participant Media’s Pivot TV
Many millennials are disconnected from farmworker issues simply because modern stories aren't visible. To change that, we needed fresh voices telling stories that resonate today.
I led the design and production of Participant Media’s Emerging Voices Production Program, supporting aspiring filmmakers from diverse backgrounds. Our inaugural grantee, Nelson Navarrete, received a production grant and mentorship from award-winning filmmaker Richard Ray Perez, with national distribution on Pivot. His film “Harvesting Hope follows a 16-year-old farmworker who dreams of inspiring his community through art.
The film, behind-the-scenes content, and a filmmaker vignette aired on Pivot TV alongside Perez's Cesar's Last Fast — connecting millennial audiences to the farmworker experience and sparking cross-generational dialogue.