A Vibe Called Tech on putting something in place “so that the ball never drops” on diversity
Recounting the creative agency’s work for the likes of Gucci and WePresent, founder Charlene Prempeh tells us all about A Vibe’s approach to storytelling.
- 13 July 2022
- It's Nice That
As Charlene Prempeh takes to the stage for June’s Nicer Tuesdays, she prefaces her talk with: “I’m still fairly excited by crowds”; it’s safe to say that the work to unfurl across the stage over the next 13 minutes was just as exhilarating. Charlene is the founder of A Vibe Called Tech, a creative agency exploring the intersection of Black creativity, culture, and innovation – and yes, Charlene breezily addresses early on, the name was indeed inspired by A Vibe Called Quest. The talk kicked off by telling the story behind the agency: “Brands were very keen for diversity and representation in their work [...] but they didn’t think about what the nuances of those cultures are. We wanted to change that.”
Charlene then showed us how the agency has been doing just that since its conception. Walking us through the first – incredible – project, a film by Manju Journal in collaboration with Gucci, the founder tells us about filming the story in Ghana – a first for the luxury fashion brand. Diving into the brilliant art direction and concept behind the shoot, the talk even revealed one or two juicy details about working with such a dream brand. Finally, Charlene ended on a recent project with WePresent, who, in the words of Charlene, act like “facilitators” for creativity. The proof of this freeing creative process is in the pudding; just two seconds into the Black Transmission film for WePresent hints at the full extent of the agency’s creative muscles, a snippet you can check out in the full talk above!
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