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Unapologetically Us

The California Endowment & Ruder Finn PROJECT
Unapologetically Us by The California Endowment & Ruder Finn

credits

Title
  • Unapologetically Us
Entrant
  • The California Endowment & Ruder Finn

About This Project

Summary

For The California Endowment’s (TCE)–a nonprofit committed to improving the well-being of Californians–holiday card, we created a 2 minute 30 second track as an ode to the vision TCE holds for a healthier and more equitable California. Produced and filmed in Los Angeles, the song and video “Unapologetically Us,” features fifteen musicians, ages 16-30, representing a range of ethnicities, genders and genres. The holiday message was shared on TCE’s social channels and via email.

Goals & Objectives

In 2023, TCE asked us to produce their most ambitious holiday video yet: an original medley celebrating the uniqueness and diversity of California residents. The result was “Unapologetically Us,” a song and music video that invites Californians to ring in the New Year proud of who they are.

Results & Impact

Within a two week span, the holiday campaign generated: 4.6M impressions 865+ social media engagements Nearly 4M video views across all assets 85% viewing rate Additionally, all of the musicians and dancers reposted the video across their channels multiplying the organic reach beyond expectations.

the team

Sarah Reyes
  • Chief Communications Officer
  • TCE
La Tanya Squires
  • Media Manager
  • TCE
Shanna Robalino-Ortiz
  • Director, RF Studio53
  • Ruder Finn
Suswana Chowdhury
  • Producer, RF Studio53
  • Ruder Finn
Zach Russo
  • Head of RF Studio53
  • Ruder Finn
Wey Wang
  • Director of Photography
D’Adonis Moquette
  • 1st Assistant Director / Associate Producer
Ana Maria Alvarez
  • Choreographer
  • CONTRA-TIEMPO
Alex Flannery
  • Steadicam Operator
Trevor Taylor
  • 1st Assistant Camera
Ilya Chegodar
  • Gaffer
Alex Burdick
  • Grip
Byron Torres
Daniela Delgado
Mana Afshar
Ceci Quesada
Justin Bolger
Franco Colon
  • Editor
  • Project Feel
John Marty
  • Assistant Editor, RF Studio53
  • Ruder Finn
Tony Paige
  • Colorist, RF Studio53
  • Ruder Finn
Greg Chen
  • Motion Graphics
  • Ruder Finn
Desiree Stevens
  • Vocalist / Lead Vocalist / Background Vocal
Therrey Alcantara
  • Vocalist / Lead Vocalist / Background Vocal
Shawn Jones
  • Vocalist / Lead Vocalist / Background Vocal
Kacee Georone Cross
  • Vocalist / Lyricist / Lead Vocalist
Pedrito Fregoso
  • Vocalist / Lyricist / Lead Vocalist / Background Vocal / Trumpet
Sonia Grace
  • Vocalist / Lyricist / Lead Vocalist / Background Vocal
Lil’ Ice Bear
  • Vocalist / Background Vocal
Rianjali
  • Vocalist / Producer / Composer / Lyricist / Arranger / Background Vocal
Richard Blacksher
  • Musician / Keys
J Boykin
  • Musician
Jesse Ramirez
  • Musician / Background Vocal / Pan Flute / Hand Drum
Steven Bielak
  • Musician / Background Vocal / Pan Drum
JAS
  • Musician / Djembe
Jessica Bruny
  • Musician / Background Vocal / Sound Bowl
Ana Maria Alvarez
  • Dancer
Holly Johnston
  • Dancer
Maria Garcia
  • Dancer
Charles Dando
  • Dancer
Vrisika Chauhan
  • Dancer
Norma Ovalle
  • Dancer
Alejandro Barajes
  • Dancer
Jerry Schaefer
  • Dancer
Josiah Bruny
  • Executive Producer
Benwar Shepard
  • Trombone
J Boykin
  • Saxophone
Ravi Ray
  • Mastering Engineer / Mixing Engineer
RJ Full Range
  • Recording Engineer
Steven Felix
  • Recording Engineer
Liston Gregory III
  • Recording Engineer