Team:

VP of Creative Salvatore Garguilo

Creative Director Mike Draper, Anthony Spera

Art Director Adam Neumann

Copywriter Belle Yau

This was a special project. I was brought in to help pitch headlines for a Billboard print ad promoting 88rising Radio, a new collaboration between SiriusXM and label 88rising. This project had been ongoing for over a month already, with the label management feeling as though the copy being written so far did not feel fully aligned with their content and brand.

My solve for this was to nod to the core message of 88rising–to spread joy through music being created by AAPI artists around the world. The “88” in Chinese culture is a play on the Chinese phrase for fortune and happiness. Since SiriusXM radio channels are designed to bring content to consumers around the clock, I also included a play on words by linking the 88/double happiness to the second half of the headline, “24/7.” In this manner, I felt that both brands and the content that each brand was dedicated to serving were represented with this headline.

Final creative, published in Billboard and featuring the headline that I wrote, is shown here.