TIAA - “Paper Right,” starring Wyclef Jean

Role -Sr. Producer
Production Company - Laundry Studios
Client - The Martin Agency/TIAA

It’s rare that one gets to work on a project that is both creatively satisfying and for a good cause. Thanks once again to Laundry Studios for having me aboard to Produce elements for this incredible Social Media Initiative that saw TIAA and Wyclef Jean launch a new track, “Paper Right,” to Spotlight Gaps in Retirement Savings and Generational Wealth.

The collaboration between TIAA x Wyclef also featured verses from Pusha T, Lola Brooke, Capella Grey, & Flaú Jae.

Joining forces with Laundry Studios and the Martin Agency the look and design pumped a new energy and excitement into this realm. Using footage shot in the studio, we used a graphic look that merged mixed media and typography. In doing so we created a system that worked across all social platforms as well as a lyric video that features the entire track created by Wyclef and fellow collaborating artists. These pieces were great fun and have a unique look for the hip-hop and investment sectors.

Under the umbrella of the Paper Right campaign, we ultimately created 7 unique 15s spots, 6 GIFs, a four minute lyric video, which culminated in providing a graphcial backdrop for Wyclef’s world premiere of the song on The Tonight Show with Jimmy Fallon.

The Lyric Video: when the ask to showcase the entire track came up, creating an enhanced lyric video became a great opportunity to celebrate the sum of all parts. Combining existing design assets and shot footage, we were able to add animating lyrics to help tell a longer format story, and showcase the artists and their message in a more meaningful way.