The Defiant Ones. Dr. Dre & Jimmy Iovine in a landmark documentary, directed by Allen Hughes. A great show needed a great campaign. One that captured the cast of the show telling their Defiant story, but also allowing anyone to tell theirs.
A simple truth is that all of us have been told things 'You will never' do. To our Defiant cast, the response was a straight up 'F**K You'.
This insight turned into three little worlds - You Will
We captured "You Will
Never" stories from talent across music, acting and tech. All of this ended up as OOH, social content and a full on party where thousands of people got down.
Fans of the show could also create and add their own Defiant story to the campaign.
From three little words to a TV event that smashed the ratings.
Role — Group Creative Director. Wrote & pitched the idea. Directed the photoshoots and content.