“Strangers on this road we are on. We are not two we are one”

Those famous lyrics, written by Dave Davies of the Kinks, from the song “Strangers” inspired a unique collaboration between the Grammy nominated Black Pumas and the indie pop duo Lucius for the promotion of the film Life in a Day on YouTube.

The ask was to create a unique spot that would run during the Super Bowl. We only had the footage from the film to work with, which was a beautiful but random string of footage from all over the world. Our big idea was to use the track “Strangers” to bring all the footage together, the idea that we are all strangers living on this planet, together, one day at a time.

We created a cover of the track “Strangers” to accompany our footage. We found two artists who were totally different styles to conceptually tie to the idea of strangers, and the result was a success. The film had over 10 million views in the first week of launch on YouTube and the song has over 1 million plays on Spotify.

CD: Drew Jaz, Lorrin O'Neill Salchli

ACD: Andrew Shaffer, Christina Whalen

Producer: Maria Real

Edit: Matt Posey, PS260