Radical Media

How do I begin with RadicalMedia? They create the most stunningly mesmerizing visual content that is in existence currently and have won numerous accolades including the Academy Awards, The Grammys, Golden Globes, MTV Awards, Critic's Choice Awards, The Palm D'or and numerous others - it just seems too good to be true. 

I couldn't be more thrilled to meet with Frank Scherma - the Founder & President.

Upon research, I read an interview of him where he said that his kids aren't allowed to say 'I can't do ...' but rather 'I don't want to do....' which is so telling about a person and such a beautiful way to bring up your children IMO. 

Frank spoke about how everyone wants to target the younger people, although younger people aren't the ones spending the money - it is interesting to note that the young will soon enough take over and will be the ones spending the money and ensuring the survival of these brands. It is therefore, critical to target them at the most opportune time in their lives to get the most impact!

There I was - awkwardly sitting at RadicalMedia - unable to contain the excitement that I was at the company that had a hand in Sia-Chandelier, Disclosure, Iconoclasts, Ed Sheeran - Nine Days & Nights, Made in America - the documentary,  Blue Valentine, The Toyota Tundra Documentary, Chanel and....... Glade.

Wait a minute... Glade?

Frank was pretty sly - he gave us a project  requiring us to change Glade's image from being perceived as cheap candles used in the bathroom to being perceived (especially by the younger generation) in a more exciting light. Of course, we can't beat their absolutely captivating, stunning and interactive art installation at The Museum of Feelings in NYC. 

Here's what RadicalMedia did to Glade's brand image - it went viral on Social Media, and the participants did not know it was advertising till the end - which made it a better experience for the participant as well.

Glade was probably my favorite work by RadicalMedia! Their Chanel installation was pretty stunning and captivating as well (visit www.radicalmedia.com for more on that), but for me personally, Glade's campaign outdid Chanel's

Among my other favorites, are Sia - Chandelier & what they did at the American Express's Unstaged Disclosure concert in LA where they used 'Disclose your Face' as a part of American Express's Unstaged mobile app to create personalized face outlines that Disclosure has come to be known for, and these outlines were later used in the concert as a part of the display! - Phenomenal! 

What I will take away from the session at RadicalMedia - Always be able to tell a story!