The Drum Awards Festival - Extended Deadline

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Client: Google
Date: Oct 2020
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"We're all just trying our best" - that is the tagline and theme for The Adulthood, an animated content series created by Google Chromebook that features real conversations about real topics surrounding the idea of growing up.

The newest episode in the recently launched series features Rico Nasty, a singer, songwriter and record producer who has been vocal about mental health. She talks about her journey into adulthood, likening it to the purchase of her brand new pink car and having to deal with all the problems that ensue with it.

She touches on her personal struggles with body dysmorphia and mental wellness, while offering tips and strategies to viewers: from normalizing talking to yourself, to taking walks, to getting yourself ready for “pretty bitch time” by tuning out the negative thoughts and diving into some good new fashioned self care.

With their presence in schools, Chromebook has been a part of helping Gen Z navigate their education and saw the opportunity to expand on that already-built relationship by providing a resource to help make the transition out of school and into adulthood easier.

The Adulthood aims to help the next generation bridge the gap into adulthood by offering new ways to consider the journey. The storytelling series will feature Gen Z thought leaders speaking about topics such as finance, identity, dating, entrepreneurship, mental health and environmentalism. Each episode includes an interactive component for viewers to take a deeper dive into the topics.


Agency: Arts & Letters Creative Co.

Founder / Executive Creative Director: Charles Hodges

Director of Strategy: Andy Grayson

Director of Production: Letitia Jacobs

Managing Director: Rich Weinstein

Executive Creative Director: Jed Grossman

Creative: Neil Ramanan

Creative: Lauren Albee

Business Director: Phil Williams

Business Manager: Marissa Hardison

Strategist: Joe Carr

Producer: Nicole Lederman

Business Affairs: Lenora Cushing

Production Co: Friends Electric

Directed by: Danielle Oexmann

Series Animation Creative Director: Justin Leibow

Rico Nasty Episode: Animation Director: Jordan Bruner

Executive Producer / Producer: Kate Hitchings

Executive Producer: Belinda Blacklock

Researcher: Carrie Schreck

Researcher: Baonghi Nguyen

Production Assistant: Kaylor Myers

Story Producer: Andreas Brauning

Series Editor: Sofia Kerpan

Editorial Assist: Bryant Rutledge

After Effects: Adam Singer

After Effects: Matt Andrews

Intro Illustration: Jimmy Thompson

Intro Animator: Qieer Wang

Flame Mastering: Mark Renton