GT's Synergy Kombucha
Summer of Music Campaign
Details
A whirlwind week of music videos, interviews, and stories—crafted with purpose for GT’s Summer of Synergy campaign.
Services
Production
Creative Direction
Year
2024
Five music videos. Two interviews. Two day-in-the-life films. Hundreds of photos and edits—all concepted, shot, and directed in just over a week. For GT’s Summer of Synergy campaign, we were asked to highlight a lineup of music artists, each one paired with a seasonal flavor. But we didn’t just want to create content—we wanted to build meaning. Why this artist? Why this flavor? Why this story?
With only two weeks of prep, we worked around the clock—writing briefs at 2AM, crafting distinct creative direction for every output. Every frame needed to feel intentional, not just cool. The result was our most ambitious project to date: over seven days of nonstop production, each piece rooted in a clear strategy that tied brand to artist, artist to story, and story to soul. This one reminded us that creativity without a “why” is just chaos—and that pressure, when paired with purpose, can produce work that actually moves people.
Credits
Creative Direction
Stew Caldo
DP
Brett Blackwell
Editor
Danny Myasnyankin
