Nothing motivates quite like being told you'll never make it. 

Dr. Dre and Jimmy Iovine built their careers proving people wrong, so for the launch of HBO's 'The Defiant Ones' documentary, we took that same spirit of defiance and made it something everyone could participate in.

 

At Translation, we created a multimedia campaign built around "You Will Never＿" featuring artists, creators, and cultural voices sharing the things they'd been told they couldn't do. Their stories lived across social, influencer content, out-of-home and interactive experiences, inviting audiences to share their own. 

 

Everything came together on premiere day at Brooklyn Steel with live performances from Lizzo, Vince Staples, 2 Chainz & Kali Uchis. 

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Role: Concept + Experiential Creative Director

Agency: Translation