Coming In Hot: Castro Desroches BIC '16 Clinches Award After Award for His Campaign "You Love Me"
By BIC CCNY Posted on 06/16/2021 11:13
Cleans up at Clios, D&AD, One Show, Ad Age, ANDY's...
BIC is super proud, but not surprised to see Creative Director Castro Desroches BIC '16 win award after award in Translation’s latest campaign “You Love Me” for Beats by Dre. The campaign, which was directed by Melina Matsoukas(Queen & Slim) and written by Lena Waithe with music by Solange Knowles, celebrates Black resilience and explores the question of how the "world loves the culture and everything that is yielded from Black creation, but they don't love the humanity."
After graduating from BIC in 2016, Castro worked as an Art Director at Droga5 where he curated powerful work at the intersection of culture and art. At Translation, he comes in hot with “You Love Me,” the winningest campaign of the new decade. So without further ado...here are the awards (and counting...) for "You Love Me."
- Film / Grand Clio
- Branded Entertainment & Content / Grand Clio
- Film Craft (Direction) / Gold
- Best in Discipline / GOLD Pencil
- Branded Entertainment & Content / Bronze Pencil
- Short Form Video (Shortlisted) / GOLD Pencil
- Online Films & Video - Longform / GOLD Pencil
- Television & VOD - SHortform (Shortlisted) / GOLD Pencil
- Online-only Video (Shortlisted) / GOLD Pencil
- Original Music - Score (Shortlisted) / GOLD Pencil
- Cultural Driver / GOLD Pencil
- Film / Social Commercials Over 30 Seconds / 2021 / Yellow Pencil
- Writing for Advertising / Film / Yellow Pencil
- Cinematography / Film / Yellow Pencil
- Direction / Film / Graphite Pencil
- Entertainment / Scripted Short Form / Graphite Pencil
- Sound Design & Use of Music / Original Composition / Wood Pencil
- Film / TV/VOD Commercials Under 60 Seconds / Wood Pencil
- Impact / Advertising / Brands / Wood Pencil
- Digital / Use of Talent & Influencers / Shortlist
- Direction / Scripted Entertainment / Shortlist
- GRANDY / GRANDY
- Idea / GRANDY
AdWeek /AdWeek’s Top 25 Ads of 2020 / Ranked #2
AdAge /Best of 2020 / Ranked #3
Ad Week’s Top 100 Creatives (Castro Desroches)
- Advertising, Media, & PR: Best Original Music / Webby Winner
- Advertising, Media, & PR: Video Ad Longform / Webby Winner
- Winner In YouTube
- 2021 Emmy Award for Outstanding Commercial Nominee
ACIP Awards - TBD
Clio Sports Awards - TBD
You can watch the full AD here.
Brand: Beats by Dre
Agency: Translation LLC
Bravo to Castro and the team at Translation LLC for being such a cultural launch pad!! We can't wait to see what other awards you win. It's truly well deserved.
Translation Culture Catalysts Steve Horn and Castro Desroches >> @BIC Lecture LOVE ME. LOVE ME NOT: Culture, Activism, and Creativity
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