3 Examples of Creative Collaborations

 

Creative Collaborations

It's clear that there are multiple creative industries who specialize in certain mediums, you have the film industry, the music industry, the advertising industry, etc. It's very common for multiple industries to collaborate on one piece of media, usually a large-scale advertisement or campaign. Here are three examples I have found. I will discuss why each one is a collabo and why. 

Most of these examples are brand deals, where two or more brands join together to promote each other and fund each other and pursue a public campaign. The intention is usually to sell more products and build more exposure.

Billie Eilish X Adobe 2021

Collaborators: 

Adobe - Computer software company

Billie Eilish (BE) - Famous pop star

YouTube - Video sharing website

Adobe teamed up with BE to market their Creative Cloud program to creatives. The motivation behind this was to get young BE fans who are also artists to use Adobe's software to create designs and merchandise for BE's new tour.

Adobe used Billie Eilish to reach a younger, more creative audience. This is because many of BE's fans would be young people, potentially many of them to be very interested in the creative industry - so by having BE publicly endorse Adobe would almost guarantee more users singing up use Creative Cloud.

In the trailer of the campaign, you can also hear BE's music playing in the background of the trailer - so Adobe also advertise BE's music.

https://www.youtube.com/watch?v=BdQoLSBHsrs

This video also incorporates the marketing and advertising industry as it ran as an ad on YouTube in 2021.

The music industry is collaborating with the software industry by having a major pop star endorse an art software. BE can be seen walking around an empty space - a 'canvas' if you will. She proceeds to talk about her creative desires and generating a lot of detailed visual effects that can all be produced using Adobe's software. This shows that anyone can satisfy their creative needs using Adobe products. If Billie Eilish can, then you can. This is the idea they are communicating to you. This trailer shows the viewer that BE enjoys using Adobe's product, this then makes the viewer want to use Adobe's software.

This is also the marketing industry working with them - this is done by running this ad constantly on platforms like YouTube to push this on people using the platform.

Overall this is an example of multiple industries collaborating on one project to reach a wider audience and sell more products.

Travis Scott and Fortnite Presents: Astronomical

Collaborators: 

Travis Scott (TS) - Famous rapper

Fortnite - Popular computer game

This was a virtual concert that took place inside a computer game - Fortnite. There was a giant 3D version of Travis Scott who would dance and perform these songs to thousands of in-game avatars. The intention behind this stunt was to be able to host a gig performance during coronavirus. Because music events had been postponed and cancelled, there was an opening for people and businesses to be more creative with these new limitations. So Fortnite hosted Travis Scott's new song premiere.

This was meant to push the boundaries of what a live performance can be, there were lots of detailed and crazy visual effects that took place in the virtual concert. The product here is the performance. The sheer ridiculousness of this stunt would encourage a lot of people to download Fortnite just to experience this and also this event made a lot of press and also made history for the first in game live performance on a scale this large.

https://www.youtube.com/watch?v=wYeFAlVC8qU

The industries collaborating here were the video game industry and the music industry. The video game industry (Fortnite) helped the music industry (TS) to gain exposure, sell more records, get more streams and generally more press, by allowing him to perform and stream his music from within their game. The sheer scale of this stunt will create a lot of buzz and ultimately be beneficial from a financial standpoint.

Travis Scott helped the video game industry by choosing to work with Fortnite, as both parties involved in this stunt share a similar, younger, male audience. This meant that not only could Fortnite build and maintain reputation with their audience, but could also attract more potential customers and players to their platform.

Overall this is a stunt that is designed to create an enormous amount of buzz and discussion which I think it did successfully, it created history and solidified TS and Fortnite as cutting edge and boundry-pushing creators.

The final Creative Collaboration I will cover is:

Dominos x Stranger Things

Collaborators: 

Dominos - Pizza Delivery Service

Stranger Things (ST) - Popular TV Show

This a mashup of Stranger Things the TV show and Dominos Pizza. The idea behind it was to create an app that 'reads your mind' and you can order a pizza from your local Dominos using mind control (facial recognition and voice detection) - just like in Stranger Things.

This was a crossover collaboration because you have the food industry working with the TV industry.

This is a very good brand partnership to generate, as most people watching TV will go to order food from a delivery service. ST also has an enormous viewer base and a large portion of those people will want to complement their relaxation with ordering food, so Dominos are specifically designed to cater to that exact need. So it makes perfect sense for Dominos to make an appearance on Stranger Things. The app also involves you in the ST universe and makes you builds customer relation with ST and also Dominos.

There was also a short video uploaded by Dominos, it is a live action trailer featuring the actual actors from ST's talking about the brand campaign but in the ST universe.

https://www.youtube.com/watch?v=5FAjmOKWD6U

The way the food industry helps Stranger Things is by advertising ST on their products and spreading the word on their social media and advertising about the TV show. This helps engage Dominos' audience to watch ST and to also download the app. The way the TV industry helps Dominos is by featuring them on their TV show which has lots of people watch, therefore many people will then actually order a Dominos.