How can a brand partnership make the most of their talent’s creativity? For us at New Moon, this is the question that has always guided our work, whether we’re putting on an event, creating an influencer cast, or advising on creative strategy. Selecting the right creators for branded work can be a make-or-break factor of whether a project really comes to life and captures audiences’ imaginations.
Nowadays, we’re taking a wider look when tapping into cultural currents. We’re looking at the creative communities igniting interest in an activity, style, or artform, rather than just the individual creator. We want the communities to lead the tone of an activation or campaign, showing that these collaborations are genuine partnerships and not just one-off hires. For our latest experiential work with Sunglass Hut, we connected with the roller skating communities in LA and New York to create a series of decentralized performances. By seeking out the leaders in the scene, our events had a greater understanding of the culture we connected with.
Keeping this same spirit, we’re highlighting some cultural scenes we’ve been inspired by recently and calling out some of the high-profile leaders of these communities. By combining raw talent with loyal online followings, these creators demonstrate the true power that comes when combining creativity with community.