Mentos x KISS Fresh - Rav Steelo

Our existing client Bauer Media came to us with a new brief - Their brand KISS Fresh had partnered up with Mentos and wanted to create a short 5 part series of videos to celebrate emerging new music talent in the UK.

As part of their ‘Yes to Fresh’ campaign with a 2.5M investment, they came to us with the idea of Corner Shop Drop (CSD), where 5 x up and coming artists would perform in 5 x different corner shops in the UK. This social-first campaign would be shared on KISS and Mentos’s channels and work alongside their larger campaign which included competition winners and social engagement. They wanted all 5 to be shot between May - August and to go live by the following week. The overall feel needed to sit within the Mentos brand but also appeal to the KISS Fresh audience who are urban, edgy and fresh etc. 

The cornershop setting already gave us a fresh grass-roots vibe to the series - but we wanted to elevate this into something bold and ownable to Mentos / Kiss Fresh with light pops of brand colour, brave camera moves and intriguing lens choices. 

Rav Steelo is an up and coming artist, one of five that we worked with on this series. 

It was hugely important that we crafted our world and visual devices in a way that felt authentic to the artist and tone of their music.

So it was a balancing act of brand integration / artist personality / music tone / appetite for adventure… all measured out with precision to grab the attention of Gen Z eyes, ears and thumbs. 

Each film took on a completely different look and feel… from smooth R&B vibes with moody pools of light, to high-key, sun drenched, colour packed sets. We made sure camera techniques and visual devices were also completely unique to each film, in some cases this was a simple prism transition but in others we flew cameras on gimbals down tiny isles alongside programmed lighting changes and backing dancers. A lot of toys and a lot of fun.​