If there’s one thing we know about young hip-hop stars, it’s that they can’t resist one-upping each other with amateur digital photography. Leave it to Kodak to notice this trend and capitalize on it for their “SO Kodak” campaign, which introduces instant photo-sharing and online access that even non-platinum selling artists can use. (It’s almost like a phone!) No doubt you’ve seen a few of these 15-second spots floating around the internet for about a week now, and it seems like every time we look, Kodak adds another video to their YouTube page.
As silly as the ads may be, due credit can be given to production company Robot Films for at least recognizing that the group of young talent they’ve assembled and shot for this campaign can be considered 2010’s new class of hip-hop royalty. Barely adults themselves, Pitbull, Drake, Trey Songz and Rihanna appeal to an even younger audience with their larger than life personalities and (comparatively to most) inoffensive songs. Director Chris Robinson adds that the stars had a good amount of creative input in the spots and refers to them as “natural performers.” The campaign kicked off with a party at New York’s Best Buy Stage.
Full credits and another spot after the jump.
More: “Kodak ‘Printervention’ Barely Grabs Out Attention“
Client: Kodak
Titles: :15 X 8: “Bus,” “Balcony,” “Club,” “Radio City,” “Key,” “Boys,” “Studio” and “Fashion”
Airdate: Currently Airing
Agency: Partners + Napier, Rochester, NY
CEO: Jeff Gabel
VP Creative Services: Lisa Kreienberg
Creative Group Supervisor: Gretchen Bye
Copywriter: Greg Shainman
Senior Account Executive: Christina Davidson
Agency Producer: Be Garrett
Creative Director: Stanley Yorker
Production Company: Robot Film, LA
Director: Chris Robinson
Executive Producer: Roseanne Cunningham
DP: Jonathan Sela, John Perez
Producer:Jil Hardin
Art Director: Robb Buono
Editorial: Final Cut, NY
Editor: Michael Dartwadsworth, Jeff Buchanan
Assistant Editor: Phil Brooks
Telecine: Company 3, NY
Colorist:Billy Gabor
Online/Visual FX: Mass Market, NY
Lead Flame Artists: Mark French, Julian Ford
Flame: Anu Nagaraj
2D Artist: Adam Flynn
Producer: Marcus Lansdell