MY LIFE MASS CHOIR | MLMC was an unplanned, but divinely destined, offshoot of the production of a Walmart Holiday Gatherings television commercial celebrating African-American culture and tradition.
Walmart Holiday Gatherings
WATCH THE CHURCH CHOIR SPOT
My Life Mass Choir
As a part of the commercial concept a church choir was to be featured in the background of a senior citizens social event at a local church. In the spirit of authenticity and to ensure a quality performance, a casting call was sent out to the churches and independent choirs of Atlanta to select a group to showcase.
MY LIFE MASS CHOIR
Something Even Bigger
During the process of auditions it was clear to see that there was a tremendous talent base to be tapped into. As the choirs were culled down to three, the idea for combining select singers from them to form a super mass choir was considered and eagerly implemented.
THE ORIGINAL EP
SOCIAL EXTENSIONS
BEHIND THE SCENES
AND DIGITAL
Extend the Reach
Working with a talented team of songwriters and music producers, we created three (3) original gospel music songs based off the melody of the new Walmart musical mnemonic device being introduced in holiday creative.
Client response to the concept and the executions produced was so overwhelmingly positive that they immediately began discussion of ways to extend the reach of the choir beyond the holiday timeframe. Plans to tie the choir into existing sponsorship activations and to execute a multi-market tour began to formulate.
CARIBBEAN JERK GLAZED HAM?
SWEET POTATO PIE ON A STICK?
TEAM:
Chris Surrey, ECD at GlobalHue & Digital Producer at PBL
Erik Iversen, Director, Integrated Content Production at GlobalHue
Lionel Coleman, Director/DP at PBL Media Group
Stanley Yorker, Creative Director (Writer) at GlobalHue
Nichola Taylor, Senior Art Director at GlobalHue
Josh Rosenblat, Senior Writer at GlobalHue
Mallie Mickens, Motion Graphic Designer (Pixod)
Lisa Mogol, Edward Harris II, Adam Schwartz (Beast NY), Editors
Cameron Etheridge, MLMC Logo & CD Design + Website Art Direction (Edge Design)
My Life Theme Song Produced by Frisbee Tunes & Surron Music & Publishing Company
Written by Ron Surrey & Mary Wood
Music by Tyrone Brown
Performed by My Life Mass Choir
