Tweet/VerizonWireless Convergence - Juan Roberts

This scene features Tweet holding the brand packaging. In the story, she has just received an anonymous package containing the [FREEUP] phone (aka The Matrix).


In 2002, I developed a VerizonWireless (VZW) campaign around a hot service product called [FREEUP]. The premise of the service was to provide younger cell phone users the ability to use a fully functional unit that also allowed their parents to control wireless bills. Our data revealed that young people 16 to 24 were the primary mobile users, so we focused on accessing a celebrity relationship for the brand.

I met with a record executive from Electra Records, Camille Hackney, together we cultivated a nice match-up of branding between VZW and their new artist, Tweet, via her "Southern Hummingbird" CD. The next single to be released was titled, "Call Me." The timing was perfect.

At the time, I was the EVP, Creative Director of GlobalHue, the largest multicultural agency in the world (IPG). I worked with the inimitable Sylvia Rhone, Chairperson and CEO of the Elektra Entertainment Group and her team to actuate all details of the project: review the director's treatment, all financials and even all legal for the project. Now the kicker is that I had one production budget and no money for licensing a celebrity artist. So, the deal we struck was for GlobalHue/VZW to piggyback a scheduled Elektra video shoot for Call Me, thus reducing VZW costs and provide Call Me millions in impressions in free air time when the commercial ran. All the licensing and bartering and negotiating that had to be done was intense, to say the least.

My vision was to merge the commercial interests of my client, VZW, with the fast moving production train of the record industry -- a music video. Ms. Rhone was her expected executive cool self: tough, informative, shrewd and a lot of fun to work with. The great music video director, Chris Robinson (ATL, Warner Bros.), was directing and he was professionally accommodating with me giving notes on his treatment. The Elektra legal team was rigorous and beat me up daily, but we got through it and eventually the deal was done and Camille held it all together.

I arrived in Los Angeles for the shoot from my home base in Detroit. The location was a high-styled downtown LA warehouse loft. Prep was underway: crew, glam squad, security, etc. VZW was present + Camille was on point + the management of the artist was there -- the Platinum artist, Missy Elliot herself + the renowned Mona Scott (Violator) in the flesh ... and their entourage. The energy level on the set was off the chain. Chris was adroit in his awareness of which scenes he felt would best serve the 30 second story I had to tell for VZW. He prepped me with what he intended and then did his thing. The song, Call Me, already covered Tweet's use of a cell phone to stay in touch with her man, so the theme was solid. I simply needed some key scenes to feature [FREEUP], the latest Motorola phone we were using at the time and our proverbial 2 finger VerizonWireless 'V.'

The day was looooong (I arrived at 10 am and I wrapped around 3 am) and full of decisions. Chris was a master at shooting for the video and the commercial simultaneously. Brilliant work. His team was tight and turned on a dime at his glance. We had the typical issues with prototype packaging failing and having to completely rebuild the box at one point. Chris kept production moving forward. He and Tweet were very cool about it all and the shoot never missed a beat.

I worked with Chris through post production in Venice, CA to complete the spot about a week later. We adjusted the cut, the music, color saturation, brand graphic integration, etc. It was the first celebrity effort by VZW in the urban market. The [FREEUP] campaign included print placed in all major media and in-store activity.

Elektra was pleased with the added benefit for their artist and the hit single, Call Me, being supported by millions in air time and VZW was very happy with the extended reach of the brand into the core youth market -- a solid strategic marketing win-win. Working with Camille, Ms. Rhone, Chris and Tweet, the subtleties of this brand endorsement and celebrity attachment proved to be a complete success.

Juan
Roberts
and
Camille
Hackney
far right

About Juan Roberts
After his life in advertising, Juan formed Creative Lunacy, a cross-platform marketing consultancy created to serve a select clientele with global quality design, branding and strategic thinking. The boutique firm provides work that serves small companies to corporations + non-profit and community based organizations. Juan says,"I get up in the morning purposed to motivate our client's products, services or events ... over all competitors. I love this stuff."