案例简介：概要 杰伊-Z 开始制作他最个人的专辑，发行了 4:44。在与父亲失去联系后，杰伊一生中最亲密的人成了他的母亲格洛丽亚。杰伊称赞格洛里亚向他介绍了音乐，比如《微笑》中采样的史蒂夫 · 旺德。在杰伊得知他的母亲一直隐藏着自己的性取向，试图组建一个家庭后，杰伊写了一首《微笑》，这首歌是对他母亲的颂歌，是关于在逆境中微笑。 当周杰伦演歌的荣耀，她说他不能释放它。她想要自己的隐私，但在确信这对处于类似地位的人来说是多么有力之后，她同意发布它。在去洛杉矶见儿子的路上，格洛丽亚在飞机上写了一首关于她的经历的诗，这首歌就此结束。 战略 我们不能都与成长的马西 20世纪70年代项目，但我们都还记得当我们意识到我们的父母或监护人是一样容易受到攻击美国。为了展示杰伊是如何从母亲那里学会微笑的，这段视频的高潮是格洛丽亚的爱情决定结束他们的恋情，让格洛丽亚一个人呆着。听到他母亲的哭声，杰伊走进她的房间，在那一刻看到他母亲痛苦不堪，但她能够镇定下来，成为他需要的母亲。这个故事就结束带来的诗和削减到现今的床，Stuy 真正的凯莱卡特经常坐在与她的朋友的每周会议分享经验的女人在一起。这种并置显示了她在与世界分享真实身份之前所经历的不可估量的时间。 相关性 Jay-Z 是娱乐领域最大的品牌之一。他的故事是标志性的，一直是美国骗子神话的前沿。本视频为 “笑一笑” 带来了意想不到的除了他的陈述，表明他的毅力和心都给了他的母亲，一个女同性恋。 为标志性艺术家的开创性记录制作引人注目的叙事。微笑的视频将杰伊-Z 品牌编织成一个新的真理，同时保持我们的心。 结果 “微笑” 已经成功地接触到广泛的观众，从嘻哈/说唱音乐爱好者到 LGBTQ 社区，他们的支持者，以及在两者之间播放的交叉音乐。 这部电影上映后，杰伊-Z 和他的母亲获得了 GLAAD Media 奖的提名，该奖项旨在 “表彰和表彰媒体公平、准确、以及 LGBTQ 社区的包容性代表。 GLAAD 总裁兼首席执行官莎拉 · 凯特 · 埃利斯发表声明，赞扬格洛丽亚 · 卡特的揭露。"分享她的真实的世界, 格洛丽亚 · 卡特是同性恋妇女日益在关键时刻的颜色轻授权对整个 LGBTQ 骄傲的社区，是非常适时的。” 《微笑》获得 2018 届 Webby 最佳演出奖。 执行 真实性是项目中的一切。经过六周的谈判，我们能够进入杰伊和格洛丽亚 70 年代居住的公寓拍摄。通过对历史照片和格洛丽亚记忆的持续研究，我们在 1976年重建了他们的家，并在那个时候将马西的项目变成了现实, 这是比现在更为积极。 一切都毁了，谁会玩凯莱卡特。在阳光下看着每个人后，我们发现了一个年轻的女人，她被电线的大卫 · 西蒙发现了，多米尼克 · 菲什巴克。力的人材，多米尼克 · 格洛里亚所体现的精神作为东纽约人。通过多米尼克的表演，她能够以真实和优雅承担格洛丽亚的重担。 活动描述 导演周杰伦想告诉 Gloria 的故事里，抚养孩子的马西 20世纪70年代项目。格洛丽亚的心在做母亲和接受性身份之间被撕裂。最终，她做的牺牲来选择家人过她的性取向来抚养孩子。通过这个故事，我们意识到格洛丽亚与性的斗争是如何无意中向杰伊展示了如何带着微笑度过逆境的。

案例简介：Synopsis Jay-Z set out to make his most personal album with the release of 4:44. After losing contact with his father, Jay’s closest person in his life became his mother, Gloria. Jay credits Gloria for introducing him to music, such as Stevie Wonder which is sampled in the beat for ‘Smile’. After Jay learned that his mother had been hiding her sexuality identity to try and raise a family, Jay wrote the song ‘Smile’ which is an ode to his mother about smiling through adversity. When Jay played the song for Gloria, she said he could never release it. She wanted her privacy, but after being convinced how powerful of a message it would be for others in a similar position, she agreed to release it. On the way to LA to meet her son, Gloria wrote a poem on the plane about her experience which closes the song. Strategy We can’t all relate to growing up in the Marcy Projects in the 1970’s, but we can all remember that time when we realized our parent or guardian was just as vulnerable as us. To show how Jay learned to smile from his mother, the video culminates in a scene where Gloria’s love interest has decided to end their affair, leaving Gloria alone. Hearing his mother cry, Jay enters her room and in that moment sees his mother in pain, but she is able to compose herself to be the mother he needs her to be. The end of this story then brings in the poem and cuts to present day Bed-Stuy where the real Gloria Carter sits with her friends in often weekly meetings to share their experience as women together. This juxtaposition shows the immeasurable time she went through before sharing her true identity with the world. Relevancy Jay-Z is one of the biggest brands in entertainment. His story is iconic and has been at the forefront of the hustler mythology in America. The video for ‘Smile’ brings a unexpected addition to his narrative, revealing that his perseverance and heart were given to him by his mother, a lesbian. Crafting a compelling narrative for a seminal record for an iconic artist. The video for smile weaves the Jay-Z brand into a new truth while keeping our hearts engaged. Outcome “Smile” has successfully reached a wide audience of eclectic backgrounds ranging from hip-hop/rap music lovers to LGBTQ communities, their supporters, and the crossovers that play in between. After the film came out, Jay-Z and his mother were nominated for a GLAAD Media Award, an award aimed to “recognize and honor media for their fair, accurate, and inclusive representations of the LGBTQ community.” GLAAD President and CEO Sarah Kate Ellis issued a statement praising Gloria Carter's revelation. "By sharing her truth with the world, Gloria Carter is increasing visibility of lesbian women of color at a critical time and sending a powerful message of empowerment to the entire LGBTQ community that is perfectly timed with the end of Pride Month.” "Smile" won the 2018 Webby award for Best Performance. Execution Authenticity was everything in the project. After six weeks of negotiations, we were able to gain access to shoot in the apartment that Jay and Gloria lived in the 70’s. Through immense research from historical photographs and Gloria’s memory, we recreated their home in 1976 as well as brought the Marcy Projects to life in that time, which were in a much more positive light than today. Everything came down to who would play Gloria Carter. After looking at everyone under the sun, we found a young woman who had been discovered by the Wire’s David Simon, Dominique Fishback. A force of raw talent, Dominique embodied the spirit of Gloria as an East New York native. Through Dominique’s performance, she is able to carry the weight of Gloria’s burden with authenticity and grace. Campaign Description Director Miles Jay wanted to tell Gloria’s story, raising her kids in the Marcy Projects in the 1970’s. Gloria’s heart was torn between being a mother and embracing her sexual identity. Ultimately, she made a sacrifice to choose her family over her sexual preference to raise her children. Through this story we realize how Gloria’s struggle with her sexuality inadvertently showed Jay how to go through adversity with a smile.

微笑 | Jay-Z "Smile"

案例简介：概要 杰伊-Z 开始制作他最个人的专辑，发行了 4:44。在与父亲失去联系后，杰伊一生中最亲密的人成了他的母亲格洛丽亚。杰伊称赞格洛里亚向他介绍了音乐，比如《微笑》中采样的史蒂夫 · 旺德。在杰伊得知他的母亲一直隐藏着自己的性取向，试图组建一个家庭后，杰伊写了一首《微笑》，这首歌是对他母亲的颂歌，是关于在逆境中微笑。 当周杰伦演歌的荣耀，她说他不能释放它。她想要自己的隐私，但在确信这对处于类似地位的人来说是多么有力之后，她同意发布它。在去洛杉矶见儿子的路上，格洛丽亚在飞机上写了一首关于她的经历的诗，这首歌就此结束。 战略 我们不能都与成长的马西 20世纪70年代项目，但我们都还记得当我们意识到我们的父母或监护人是一样容易受到攻击美国。为了展示杰伊是如何从母亲那里学会微笑的，这段视频的高潮是格洛丽亚的爱情决定结束他们的恋情，让格洛丽亚一个人呆着。听到他母亲的哭声，杰伊走进她的房间，在那一刻看到他母亲痛苦不堪，但她能够镇定下来，成为他需要的母亲。这个故事就结束带来的诗和削减到现今的床，Stuy 真正的凯莱卡特经常坐在与她的朋友的每周会议分享经验的女人在一起。这种并置显示了她在与世界分享真实身份之前所经历的不可估量的时间。 相关性 Jay-Z 是娱乐领域最大的品牌之一。他的故事是标志性的，一直是美国骗子神话的前沿。本视频为 “笑一笑” 带来了意想不到的除了他的陈述，表明他的毅力和心都给了他的母亲，一个女同性恋。 为标志性艺术家的开创性记录制作引人注目的叙事。微笑的视频将杰伊-Z 品牌编织成一个新的真理，同时保持我们的心。 结果 “微笑” 已经成功地接触到广泛的观众，从嘻哈/说唱音乐爱好者到 LGBTQ 社区，他们的支持者，以及在两者之间播放的交叉音乐。 这部电影上映后，杰伊-Z 和他的母亲获得了 GLAAD Media 奖的提名，该奖项旨在 “表彰和表彰媒体公平、准确、以及 LGBTQ 社区的包容性代表。 GLAAD 总裁兼首席执行官莎拉 · 凯特 · 埃利斯发表声明，赞扬格洛丽亚 · 卡特的揭露。"分享她的真实的世界, 格洛丽亚 · 卡特是同性恋妇女日益在关键时刻的颜色轻授权对整个 LGBTQ 骄傲的社区，是非常适时的。” 《微笑》获得 2018 届 Webby 最佳演出奖。 执行 真实性是项目中的一切。经过六周的谈判，我们能够进入杰伊和格洛丽亚 70 年代居住的公寓拍摄。通过对历史照片和格洛丽亚记忆的持续研究，我们在 1976年重建了他们的家，并在那个时候将马西的项目变成了现实, 这是比现在更为积极。 一切都毁了，谁会玩凯莱卡特。在阳光下看着每个人后，我们发现了一个年轻的女人，她被电线的大卫 · 西蒙发现了，多米尼克 · 菲什巴克。力的人材，多米尼克 · 格洛里亚所体现的精神作为东纽约人。通过多米尼克的表演，她能够以真实和优雅承担格洛丽亚的重担。 活动描述 导演周杰伦想告诉 Gloria 的故事里，抚养孩子的马西 20世纪70年代项目。格洛丽亚的心在做母亲和接受性身份之间被撕裂。最终，她做的牺牲来选择家人过她的性取向来抚养孩子。通过这个故事，我们意识到格洛丽亚与性的斗争是如何无意中向杰伊展示了如何带着微笑度过逆境的。

微笑 | Jay-Z "Smile"

案例简介：Synopsis Jay-Z set out to make his most personal album with the release of 4:44. After losing contact with his father, Jay’s closest person in his life became his mother, Gloria. Jay credits Gloria for introducing him to music, such as Stevie Wonder which is sampled in the beat for ‘Smile’. After Jay learned that his mother had been hiding her sexuality identity to try and raise a family, Jay wrote the song ‘Smile’ which is an ode to his mother about smiling through adversity. When Jay played the song for Gloria, she said he could never release it. She wanted her privacy, but after being convinced how powerful of a message it would be for others in a similar position, she agreed to release it. On the way to LA to meet her son, Gloria wrote a poem on the plane about her experience which closes the song. Strategy We can’t all relate to growing up in the Marcy Projects in the 1970’s, but we can all remember that time when we realized our parent or guardian was just as vulnerable as us. To show how Jay learned to smile from his mother, the video culminates in a scene where Gloria’s love interest has decided to end their affair, leaving Gloria alone. Hearing his mother cry, Jay enters her room and in that moment sees his mother in pain, but she is able to compose herself to be the mother he needs her to be. The end of this story then brings in the poem and cuts to present day Bed-Stuy where the real Gloria Carter sits with her friends in often weekly meetings to share their experience as women together. This juxtaposition shows the immeasurable time she went through before sharing her true identity with the world. Relevancy Jay-Z is one of the biggest brands in entertainment. His story is iconic and has been at the forefront of the hustler mythology in America. The video for ‘Smile’ brings a unexpected addition to his narrative, revealing that his perseverance and heart were given to him by his mother, a lesbian. Crafting a compelling narrative for a seminal record for an iconic artist. The video for smile weaves the Jay-Z brand into a new truth while keeping our hearts engaged. Outcome “Smile” has successfully reached a wide audience of eclectic backgrounds ranging from hip-hop/rap music lovers to LGBTQ communities, their supporters, and the crossovers that play in between. After the film came out, Jay-Z and his mother were nominated for a GLAAD Media Award, an award aimed to “recognize and honor media for their fair, accurate, and inclusive representations of the LGBTQ community.” GLAAD President and CEO Sarah Kate Ellis issued a statement praising Gloria Carter's revelation. "By sharing her truth with the world, Gloria Carter is increasing visibility of lesbian women of color at a critical time and sending a powerful message of empowerment to the entire LGBTQ community that is perfectly timed with the end of Pride Month.” "Smile" won the 2018 Webby award for Best Performance. Execution Authenticity was everything in the project. After six weeks of negotiations, we were able to gain access to shoot in the apartment that Jay and Gloria lived in the 70’s. Through immense research from historical photographs and Gloria’s memory, we recreated their home in 1976 as well as brought the Marcy Projects to life in that time, which were in a much more positive light than today. Everything came down to who would play Gloria Carter. After looking at everyone under the sun, we found a young woman who had been discovered by the Wire’s David Simon, Dominique Fishback. A force of raw talent, Dominique embodied the spirit of Gloria as an East New York native. Through Dominique’s performance, she is able to carry the weight of Gloria’s burden with authenticity and grace. Campaign Description Director Miles Jay wanted to tell Gloria’s story, raising her kids in the Marcy Projects in the 1970’s. Gloria’s heart was torn between being a mother and embracing her sexual identity. Ultimately, she made a sacrifice to choose her family over her sexual preference to raise her children. Through this story we realize how Gloria’s struggle with her sexuality inadvertently showed Jay how to go through adversity with a smile.

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微笑 | Jay-Z "Smile"

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