Entertainment > Sports

GIVE ME FUTURE

PEPSICO CREATORS LEAGUE STUDIO, New York / MAJOR LAZER / 2017

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Overview

Credits

OVERVIEW

CampaignDescription

In March 2016, following the restoration of diplomatic relations between Cuba and the United States, electronic dance music trio Major Lazer made history, becoming one of the first major American acts to play in the communist state. Unsure how their descent on Havana would be received and hoping to reach a few thousand, the epic concert unexpectedly drew in close to half a million fans.

Execution

Capturing exhilarating performance footage and authentic stories highlighting the country’s cultural growth and desire for inclusion in the global community, director Austin Peters conjures a transcendent, rhythm-laced depiction of the powerful catalysts driving a country on the brink of change.

Outcome

Music, and the culture it creates, continues to inspire youth movement and its ingenious DIY information culture as the country strives toward inclusion in the global community.

Relevancy

So often what we hear of Cuba is in a geopolitical context; what we see of Cuba on the news is old cars, old buildings, traditional music and a culture trapped in time. We wanted to portray a Cuba that we had never seen on screen before - what it’s like to be a young person living in Havana right now. We had never worked with Diplo or Major Lazer before but we respected the fact that, contrary to most bands, they planned to pay for the concert themselves, and hire only local Cuban labor and equipment.

Strategy

Much more than a garden variety music film, Give Me Future begins as a behind-the-scenes look at the historic concert and evolves into a masterful exploration of Cuba’s inspirational youth movement and its ingenious DIY information culture.

Synopsis

We had been interested in Cuba for years and knew right away that we wanted to make a different kind of concert film; one that was as much about the people at the concert as it was the people on stage.

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