Overview
Client: McDonald’s
Agency: Faith-Based Communications
In order to raise money and awareness for Ronald McDonald House Charities, McDonald’s Black & Positively Golden presented its 16th annual Inspiration Celebration Gospel Tour (ICGT), featuring some of Gospel and R&B music’s top talent.
As an extension of the ICGT campaign, McDonald’s created its first ever HBCU Exhibition, celebrating Black excellence, academics, and performing arts with high energy band and choir performances of four select HBCUs around the nation.
Our team at Lamar Haaley Studios was asked to film each musical performance along with documentary-style backstories of students and staff in order to generate consumer engagement on earned, paid, and owned media while driving fan voting and sharing within the exhibition microsite.
Our Role //
Creative Direction
Scripting
Storyboarding
Production
Photography
Editing
Motion Graphics
Host Intro Segment
Student Interviews
Our in-house directors and producers teamed up with our network of local production crew to film behind-the-scenes interviews with students and staff in four different cities.
Mississippi Valley State University
Shaw University
Jackson State University
Alabama A&M University
Music Performances
After rehearsing and recording their song selections with music mentor Sir the Baptist, each school created a same-day music video style performance, captured by our film team.
Alabama A&M University
Jackson State University
Shaw University
Mississippi Valley State University
Winner Announcement & Surprise
After fans voted online, Mississippi Valley State University was declared the winner and presented with a surprise $75,000 donation from McDonald’s — and of course, we were there to capture every emotion : )
BTS PHOTOS
