ab.
creative / sr. art director
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Rémy Producers The Co-Sign

GOLD REGGIE AWARD — MULTICULTURAL / LIFESTYLE

BRONZE REGGIE AWARD — BEST EXPERIENTIAL $1MM+

EX AWARD — BEST OVERALL EXPERIENTIAL CAMPAIGN

Since hip-hop’s rise, Remy Martin has been its cognac for celebrating success. In 2018, hip-hop was all about celebrating collective achievement. Within a crew, every member has a key role, but without the producer there is no music. And without an industry connect, it’s pretty hard to break through. That’s why every producer needs a co-sign. To celebrate the producer, Remy Martin went on a search to find the next big thing and give them the opportunity of a lifetime. “The Co-Sign” awarded the country’s hottest aspiring producer with a featured vocal performance on their own track, which would be co-signed by a legendary artist. We tapped Big Sean as the iconic artist and DJ Mustard to serve as a mentor overseeing the production. These were new roles for two hip-hop icons now using their influence to lift up a new generation of producers, giving them an authentic way to participate across a fully integrated platform. Watch the campaign highlight reel below.

The Co-Sign launched with Big Sean & Mustard calling out aspiring producers to submit their best beats to remyproducers.com. Sean and Mustard shared the content across social and paid media.

Big Sean & Mustard listened to the beats and hand picked the best producers to compete for the opportunity of a lifetime. Top 4 picks from each city would battle it out live across regional events.

We toured 7 cities where 28 producers went head-to-head in bracket-style beat battles judged by Sean, Mustard, local industry execs and fans.

The 7 finalists were flown to LA to rep their city in the finale and compete for the coveted Co-Sign.

The 7 finalists were flown to LA to rep their city in the finale and compete for the coveted Co-Sign.

Win or lose, the producers celebrated their success together. The winner, Milo, was chained on-stage after winning over judges and the crowd with his Afro-style beats.

Win or lose, the producers celebrated their success together. The winner, Milo, was chained on-stage after winning over judges and the crowd with his Afro-style beats.

We designed custom diamond pendants for the winning producer as a symbol of Sean & Mustard's Co-Sign.

We designed custom diamond pendants for the winning producer as a symbol of Sean & Mustard's Co-Sign.

The mentorship started up in the studio when Milo and Mustard started cooking up beats while Sean was freestyling. Content was captured to document this once in a lifetime experience.

The mentorship started up in the studio when Milo and Mustard started cooking up beats while Sean was freestyling. Content was captured to document this once in a lifetime experience.

Milo received producer credit on Big Sean’s 2019 single Overtime. This was an incredibly humbling experience to have a hand in building a platform that turned a producers dream into a reality.

Milo received producer credit on Big Sean’s 2019 single Overtime. This was an incredibly humbling experience to have a hand in building a platform that turned a producers dream into a reality.

Milo received producer credit on Big Sean’s 2019 single Overtime. Check out the song + music video.

We even amplified the program at retail by creating a custom value add pack (VAP) — limited edition 1738 cognac Speaker Boxes.

We even amplified the program at retail by creating a custom value add pack (VAP) — limited edition 1738 cognac Speaker Boxes.

We designed the base as a sound amplifier allowing fans to sip Rémy, listen to beats, and celebrate their collective achievements.

We designed the base as a sound amplifier allowing fans to sip Rémy, listen to beats, and celebrate their collective achievements.

The Speaker Box sold over 100K units at retail.

The Speaker Box sold over 100K units at retail.

Drip too hard don't stand too close. I directed a shoot to capture beauty shots of the chains, stills of the Speaker Box, and portraits of Milo. Content was used to elevate Milo's brand.

Drip too hard don't stand too close. I directed a shoot to capture beauty shots of the chains, stills of the Speaker Box, and portraits of Milo. Content was used to elevate Milo's brand.

See BTS from the making of the custom chains here .

See BTS from the making of the custom chains here.