DEFY LOgic
logitech superbowl 2021 + brand campaign
THE OLD RULES NO LONGER APPLY.
Creating a superbowl spot is no small task. Doing it during a pandemic while simultaneously crafting a global brand campaign? - Oh yeah and throw in an unreleased Lil Nas X song? That definitely defies some logic. This documentary style campaign is all about recognizing incredible people who are pushing beyond reason to inspire and change the world.
celebrating those who dare to go beyond
In addition to the Superbowl, we also created a Lil Nas X focused spot for the 63rd Grammy Awards as well as a series of mini documentaries, spotlighting the individuals from the campaign. It was a genuine privilege working with these extraordinary people and being able to tell their stories.
Lil Nas X
For the Grammys, we wanted to pay tribute to the fact that Lil Nas X has risen to the top of the music world by doing things his own way. He has defied genres, labels and industries and somehow managed to stay true to himself.
YVETTE YOUNG
Yvette Young is a virtuoso guitarist and frontwoman of the band Covet. With a background in classical piano and violin, she have developed a her own unique playing style that allows her to bend genres and push the limits of what a guitar can sound like.
YESYESNO / ZACH LIEBERMAN + MOLMOL KUO
Art doesn’t have to be static. Or realistic. Zach and Molmol of YesYesNo are using technology and the power of coding to bring the invisible world of the imagination into the real world. It’s a form of human expression and experimentation that can only be described as magical.
MERCEDES
BAZAN
As an Argentinian designer in San Francisco, Mercedes’ work combines a love of anime and illustration with eye catching graphic design and typography. Mercedes style crosses genres and languages to create something truly unique.
Kimberley Margarita
Using her face as a canvas, Kimberley pushes the boundaries of what is possible with makeup, blurring the lines between beauty and art. A pastel unicorn one day, a sea monster the next, she can transform herself into pretty much anything. Even a strawberry ice cream.
DR. ROSHAWNNA NOVELLUS
Women receive only 2% of venture capital. Women of color receive a fraction of that. Enter Dr. Roshawnna Novellus. She founded EnrichHER to offer women founders and CEOs a fair chance at financing so they can enrich their communities with new businesses.
NONOTAK
A collaboration between illustrator Noemi Schipfer and architect/musician Takami Nakamoto, NONOTAK studio creates immersive experiences using sonic and visual elements. Their ability to play with light, sound, and space is a true form of poetry that transports you to another place.
LEAH THOMAS
There’s environmentalism. And there’s social justice. Leah identified a connection between the two. As an intersectional environmental activist, she’s bringing attention to the impact environmental issues have on marginalized communities.
MEG KAylee
From working part-time in a gaming store during school to dipping her toes into streaming and joining GSTV, Meg has developed a style that’s uniquely her. Now a full-time streamer and on-camera host, she’s broadcasting to an audience of thousands, right from her home.
@megkaylee
Kids Against Plastic
No one told these two teens they couldn’t tackle one of the world’s biggest problems. The Kids Against Plastic founders, Amy and Ella Meek are using social media to create a youth social action project. They’re uniting people against single-use plastics and leading their generation to save the planet.
Melz Owusu
Education should free us. But with only ⅕ of UK universities restructuring their current curriculum to make it more inclusive, Melz started a new school. The Free Black University is diversifying education, redistributing knowledge and empowering through curriculum.
This project was unlike anything we had ever undertaken at Logitech. There are a lot of people to thank and give credit to. Here are a few of them.
DIRECTORS
Cameron Busby
Martin Dicicco
Sophie Gateau
Remi Laudat
Michael Medoway
Nick Tomnay