Case Studies
Flying Free – A Songwriting Journey Inspired by WICKED
Giving voice to a new generation through the power of music.
Challenge
The WICKED team came to us looking for an idea to inspire creativity with something unique for their fans to enjoy. Their goal was to capitalize on their existing influence to give voice to a new generation of talent.
What We Did
Campaign Development
Video Production
Media Distribution
Solution
To usher in a new wave of talent and celebrate diverse voices, our team pitched the idea to commission four artists of color to craft brand-new songs inspired by the themes and songs in WICKED.
To execute this campaign, we worked with ASCAP to secure talent and tapped two solo artists (Rona Siddiqui and Khiyon Hursey) and one duo of young songwriters (Briana and Bianca) from Idina Menzel’s foundation A BroaderWay. Once each artist submitted their song proposal, we connected them with composer Stephen Schwartz to finalize their piece. Our team documented their entire songwriting experience, including meeting with the cast and creative team. We then produced videos to introduce them to the fans, giving audiences a peek into the process.
Music Videos
We turned the finalized songs into high-quality music videos, performed by Broadway veterans Eden Espinosa (WICKED Alum), LaChanze (Tony Award® Winner), and Mykal Kilgore (Grammy Award Nominee). Our team created a media plan for the songs and music videos to debut in press exclusives and across social media channels. Some of the selected songwriters have gone on to music direct Broadway shows and collaborate on new projects with Tony Award® Winning composers, inspiring us all to follow our dreams and fly.
Results
Using WICKED’s voice for good, we were able to give artists of color a voice, a platform, and an unforgettable experience.
1M Views
The songs and music videos shared across all of WICKED’s social platforms garnered over 1M views.
2022 Clio Award
Situation’s work on this Flying Free video series earned us a Clio Award in 2022.