NO PLAN B
STRATEGY
BRANDING
CONTENT
VIDEO
MUSIC
Make it Original.
What happens when a globally recognized YouTube music group decides that it's time to expand their footprint beyond cover songs and create their own originals? Oh, and what if the artists are kids? That’s where WB Creative comes in.
It was a first of its kind opportunity: co-write a hit-worthy song with a group of kids, then produce it, shoot a music video, and promote it to the world. As the project got underway, Team WB met multiple times with a group of young, aspiring songwriters to begin to craft the tune. Drawing on inspiration from artists like OneRepublic, Ben Rector, The Strike, and many others, the song emerged as a balmy summer anthem, perfect for rolling through town with the windows down and speakers bumping. The young songwriters were hyped.
The track was produced at June Audio in Provo, Utah, the same studio where major artists like Post Malone, The Killers, Imagine Dragons, and many others like to record when they're in town. With the music in hand, WB crafted a narrative line for the original music video -- groups of teens taking an all night drive, having fun by the pool, and partying at a backyard concert. Additionally, the team scouted out a variety of outdoor street art locations to be used as backgrounds for soloists throughout the project. The video was shot over multiple days throughout the Salt Lake Valley in the spring of 2022 then released on May 13th.
In addition to creative direction of the song and video, WB also led creative and strategy of the promotional campaign for the project. Many assets were created and published, including a wide variety of social posts, memes, and videos.
The campaign generated more than 1.5 million views across assets, marking a major win for the Choir's first attempt at original music. Building on the success of No Plan B, One Voice and WB have continued collaborating on many additional projects including the 2024 original album A Voice for Love and its resulting narrative film.
Helping youth find their voice and share it with the world? That’s Creative that Matters.
Are you thinking about developing and promoting music, video, or content? Let’s talk. We would love to bring Creative that Matters to your next project.