When Mtn Dew aligned with Lil’ Wayne, one of the biggest names in music, they knew that anything less than an innovative partnership would be unacceptable. That’s why they looked to Motive. What resulted was a legitimately groundbreaking program called The DEWeezy Project.
Orchestrated between Mtn Dew, Motive and action sports mentoring organization STOKED, The DEWeezy Project gave 10 high school students from New York City the chance to join the production of a national TV spot. All summer, STOKED participants worked with the Motive and DEW teams to learn six key steps in the process, from ideation and pre-production to the actual shoot day itself. Mentors from the worlds of production, branding, visual editing and sound design dropped knowledge weekly. The team got a crash-course in production—and saw their ideas come to life.
Throughout The DEWeezy Project, DEW fans made their mark on the process. Through DEWeezy.com, various decisions were theirs to make, from selecting their favorite storyboards to voting on rough cuts. Their impact was felt at every turn, making this a truly collaborative effort.
The DEWeezy Project was a pioneering effort from a brand known for doing such things, but it also gave justified exposure to an organization with a progressive and positive mission.
Role: Concept / UX / UI / Art Direction / Design