MTV Staying Alive with Travis

The brief: raise awareness of the Staying Alive Foundation by getting celebrities to talk about the charity’s work.

Our approach: it’s not easy to disguise an AIDS education campaign as entertainment, but that’s what we did with the help of MTV and music stars like Travie McCoy here. He had the profile to grab the MTV audience’s attention, and then our snappy editing, nifty camerawork and natty graphics kept them interested. This might just end up being the most important work we’ve ever done.