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Lost Tapes of the 27 Club

Client: Over The Bridge
My Role: Art Director/Associate Creative Director

Copywriter: Sean O'Connor

Designer: Alex Bakker
Creative Directors: Hans Thiessen, Sean O'Connor

Animator: Thomas McKeen

Editors:  Ignacio Flores, Leigh O'Neil

Tech Dev: Ken Malley. Steve Lam

Production Company: Wave Productions
Audio Engineer: Dave Gaudet

Agency: Rethink

For generations, musicians have struggled with mental health at a rate far exceeding the general population. And this issue hasn’t just been ignored. It’s been romanticized — by society’s obsession with tortured artists, like the 27 Club: a group of iconic musicians all lost to mental health struggles like depression, anxiety, and addiction at just 27 years old.

To show the world what’s been lost to this crisis, we used artificial intelligence to create music the 27 Club might have created, had they gotten the mental health support they needed.

Notable Recognition: Cannes Lions: Silver - Radio & Audio Not-for-profit, Bronze - Radio & Audio Use of Audio Technology.  •.  D&AD: Graphite - Entertainment, Radio & Audio.  •.  One Show: Gold - Radio & Audio custom content, Health & Wellness Radio & Audio, Sliver - Radio & Audio Innovation, Bronze - Branded Entertainment Audio   •   Clios: Silver - Audio Craft Music, Bronze - Audio AI, Audio Streaming.  •   Drum Digital Awards: Grand Prix, Best Use of Audio, Adtech For Good

The campaign was featured in all major music publications including Rolling Stone, NME, Billboard, Louder, Dazed, INPUT, and more. From there, it reached a mainstream audience and was listened to over 2M times in just one week, racking up over 1B impressions and $26M in earned media. But more importantly, Over The Bridge saw an 830% increase in musicians reaching out for mental health support.

© 2020 by Jake Hope