Beyoncé Film, Digital Beyoncé - formation"

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Beyoncé - formation"

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Industry Records & Cinema Production
Media Film, Digital, Interactive & Mobile
Market United States
Production Prettybird
Director Melina Matsoukas
Creative Director Todd Tourso
Released March 2016

Awards

Cannes Lions Entertainment 2016
Entertainment For Music Music Content: Excellence in Music Video Grand Prix

Credits & Description

Agency: Prettybird
Brand: Beyoncé
Country: USA
Entrant Company: Prettybird, Culver City
Advertising Agency: Prettybird, Culver City
Media Agency: Prettybird, Culver City
Pr Agency: Prettybird, Culver City
Production Company: Prettybird, Culver City
Additional Company: Parkwood Entertainment, New York
Executive Producer: Erinn Williams (Parkwood Entertainment)
Co-Founder/Executive Producer: Kerstin Emhoff (Prettybird)
Director: Melina Matsoukas (Prettybird)
Executive Producer: Nathan Scherrer (Prettybird)
Cinematographer: Malik Sayeed (N/A)
Creative Director: Todd Tourso (Parkwood Entertainment)
Directors Rep: Inga Veronique (Sugar Management)
Production Designer: Ethan Tobman
Brand Manager: Melissa Vargas (Parkwood Entertainment)
Production Designer: Ethan Tobman (N/A)
Additional Info: Clio Music
Strategy:
The strategy was to take the viewer back to Hurricane Katrina and important times in African American culture so they could see today's times aren't so different. The video was made to shine a light on today's issues and start a conversation to fix them.
Campaign Description:
Building off of the idea of tracing Beyonce through different historical eras and tones, we wanted to create a piece that shows an energetic, artful portraiture of country salvage. Reclaiming our streets and reforming our history.
Outcome:
Formation was viewed over 34 million times and portrayed a similar message to the #BlackLivesMatter movement. Reviewed and praised by multiple publications, the song and video caused Americans to comment on police brutality and racism in today's society.
Synopsis:
Beyonce's "Formation" was made to inspire people to stand up for what's right and to embrace where they came from.
Execution:
Formation was deeply inspired by New Orleans and the south. To get the feel of different eras, a bolex camera and realistic VHS-style editing was used. The timeline was two weeks from the initial concept to the completed video.