Ogilvy 2016
Role: Art Director, Concept
Copywriter: Reid Masimore, Concept
ECD: John Long
CCOs: Alfonso Marián
For #NationalChemistryWeek, we turned the Periodic Table into a full-blown concert. From the Noble Gases performing an elegant symphony to the Halogens thrashing through a punk anthem, each group of elements got its own genre, lyrics, and visual identity.
On a shoestring, pro-bono budget, our in-house team created a full-blown music series: “Something to Sing About.” Each day of the week, a different group of elements took center stage. From the Noble Gases performing a classical symphony to the Halogens thrashing out a punk anthem.
Results:
In seven days with just $2,500 in paid media, our videos earned 881,375 impressions and 121,769 views. Chemours was the most shared brand during #NationalChemistryWeek and the #1 most retweeted company compared to all media, brands, and institutions.
With no production house, no big budget, and no shortcuts, our tiny team built every set by hand. I led a small army of interns, designing each stage concept and developing the idea of using all-white 3D-printed props to make chemistry’s magic literally shine through. Together with our in-house photographer/director, we animated, lit, and shot it all ourselves.
Every lyric was written from scratch. Writer Reid didn’t just write, he became a songwriter, crafting original lyrics that actually made chemistry sing.
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