Riff Raff Studio (Agency):

Tom Berendsen MD
Jon E Price CD & Director
Whitney Conti Campaign CD/Strategist
Marketa Husecka Agency Producer
Rabiah Hussain TVC Campaign Copywriter

Riff Raff studio is Riff Raff Film’s creative team that works directly with the most forward thinking partners to bring groundbreaking initiatives to life. Led by filmmakers, photographers, artists, creatives and strategists, we work with some of the most creative minds in the industry at the earliest stages of development to create the most culturally relevant creative.

Hak Baker London
Michael Aldag Liverpool
Simbiat Aly Eboh Barcelona
Adam Lakti Barcelona
George Ka Paris
Danny Bassa Paris
Luca Pfeiffer Kassel

Levi’s new YOUR VOICE. YOUR WAY. campaign builds from the creative insight that many people are ready to use their voice and express themselves, but one of the largest obstacles is knowing what we want to say, how to say it and trusting that the expression of our own voice can happen in big and small ways.

VOICE, the documentary by director Jon E Price, is an exploration of these questions : What is Voice? Where do we find it? How do we use it? Learning from 5 inspiring artists that have participated in the Levi’s Music Project in Paris (George Ka), London (Hak Baker) and Barcelona (Simbiat Aly Eboh, Adam Lakti). All of the young musicians are our young musicians are active in their local communities and; are role models for how we use our voice: we are learning from them what voice means in their life and what or who in their community has inspired them to find, trust and use theirs.

TVC YOUR VOICE.YOUR WAY. The TVC is a key piece of content for this documentary lead, brand video campaign built from the core creative insights learned from our artists. The voice over was written and adapted from quotes and conversations with the artists. The visuals and scenes were shot to distill and represent not just the young musicians, but their communities and the ecosystems. The campaign is not just focused on how youth or exceptional individuals should be using their voice, it portrays the reality of these ecosystems of change. It shows us that we can all do the little things in our lives that can make us  – and our communities – happier.

Going beyond stories of the superhumans.

Our core creative came from the initial insight that many inspirational campaigns motivate us by profiling “the superhumans” – the record breaking, history changing, trend setting heroes of our days. They can inspire us that society can change, but they also might make us feel like we could never be that cool, powerful, heroic, smart or talented; they make change feel big and risky.

Creative for relatable inspiration.

The core of the campaign : change can be big or small, come in waves, and not always come from a place of superhuman confidence or clear direction. Instead, the more we find the little things that bring us direction, happiness and community, the more we create mass ripples of change in society.

In our core film, VOICE we want to strip back the misconception of the super cool artist as someone isolated from the everyday world  and instead showcase the community and successes of our three acts. 

Creating an original live sessions format for Levi’s Music Project artists with a deconstructed recording studio / living room set design.