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The brief was to bring 1800 Tequila's "Just Refined Enough" platform to life in the real world. The client wanted a project that would embody their ideals of hard work passion and honesty, and make them relevant today.
The "refining" process in music has historically been something that no one sees or celebrates. Our idea was to bring this process to the light, and show how one Jazz composer refines (and is refined by) a group of musicians and influences from across the country as they work together to create a new sound.
Christian Scott to bring this idea to life. In five weeks he traveled the nation, found his musicians, and worked with them to create and perform a new track that fused Jazz, hip hop and local rhythms from New Orleans, New York and Philadelphia. The final execution was a new music track by Christian Scott featuring Vic Mensa and "The Refined Players", as well as a live concert, and a 5 part part online film series that followed the entire process.
The final final track was released on Spotify and the project was written up in Forbes. The series got 777K views on YouTube, 41.9M PR impressions through 13 press mentions and 770K Facebook Video Views.