Channel O - Young, Gifted and Black Music Video

When jazz musician Nina Simone wrote the song "Young, Gifted and Black" her words became an anthem of black civil rights in America. Creative agency, Ogilvy, had the idea to revitalise the song as a celebration of black African identity to promote Channel O, one of Africa's premier music channels. The music video brought together some of Africa's best musical talents including Lira, Yvonne Chaka Chaka and Loyiso. Nicework was commisioned to design and animate the live footage of these artists performing by creating 2D typographic elements that drew reference from the original Blue Note record covers. The result was a sophisticated, retro-inspired design piece that integrates seamlessly with clean classic motion. Nicework was privileged to be a part of this award-winning and proudly African production.

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Client: Channel O and Ogilvy

Channel O is a South African music channel broadcast across the African continent as part of the DSTV satellite bouquet. Channel O's branding and advertising promotes an empowered African brand identity targeted at the youth market.

Ogilvy South Africa is part of one of the largest marketing communications networks in the world with 450 offices in 120 countries.

Services:

Graphic Design, 2D Animation

Discovery:

Creative agency Ogilvy was commissioned by Channel O to create an integrated promotional campaign that would launch their new brand as a youthful, creative and African music channel. The campaign had to showcase the musical artists featured on the channel as well as representing the viewers who watch it.

"Young, Gifted and Black", sung by famous jazz musician Nina Simone, was an anthem for the civil rights movement in America during the 1960's. Ogilvy identified the empowered black identity Simone articulates in her song as the perfect fit for a music channel that celebrates African creativity. A music video treatment was conceived to reinvent Nina Simone's timeless 1968 song by using popular musical artists from the African continent.

Brief:

Nicework was commissioned to design and animate the live footage of the music video for "Young Gifted and Black". The 2D animated elements had to pay homage to the original song and the time period in which it was produced. Similarly, the animated elements had to express the individual personalities of the musical artists involved as well as the brand identity of Channel O.

Challenges:

Creating a premium quality animated piece within a strict budget and limited time period (only two weeks!).

Tackling the brief:

Channel O's version of "Young, Gifted and Black" brought together Africa's best musical artists including: Lira, Yvonne Chaka Chaka, Loyiso, Stoan and Ikechukwu. The live footage was directed by Leigh Ogilvie and edited by Saki Berg.

Nicework then began the design and animation process. The look and feel of the animation referenced the graphic and typographic styles of Blue Note Records covers. Blue Note Records is one of the most famous jazz music labels in America.

Using Adobe After Effects and Adobe Illustrator Nicework created 2D typographical elements and framing to spotlight the various musical artists as well as articulating their particular personalities. The result is a sophisticated retro design piece integrated with clean classic motion.

The Result:

• A high-quality music video where animation and live action integrate seamlessly to creatively promote Channel O and its brand identity
• Increased viewership of Channel O
• Greater brand recognition of Channel O and the participating musical artists
• Expansion of the Channel O brand
• The Young, Gifted and Black campaign was given multiple accolades at the 2009 Loerie Awards in the following categories:
  • Grand Prix for Experiential Mixed Media Campaign
  • Bronze for Experiential TV Identity and Content Promos
  • Craft Certificate for Experiential Craft-Art Direction