Beats by Dr. Dre (Beats) and Aussie owned US-based independent creative agency, Mirimar, have launched a seven-minute epic about a celebrity romance and a racehorse with not too many skills. The short film, The Legend of Ricallen, an almost unbranded campaign for Beats by Dr. Dre, stars NFL quarterback, Josh Allen, Australian Formula One superstar driver, Daniel Ricciardo, the horse named Ricallen…and a brilliant twist at its ending.
The film, directed by Vincent Peone of Art Class and with fan favourite in its DNA, is being released as a feature film (in keeping with Beats pro-level persona), with teaser trailers, movie posters, celebrity appearances and Ricallen merchandise which will all be found on legendofricallen.com. It features a cameo from Lukas Gage who is best known for his role in the first season of the Emmy Award-winning HBO limited series, White Lotus, and has starred in critics’ favourite TV shows such as You, Euphoria and Gossip Girl. The Legend of Ricallen features the new Beats Pill, which launched in late June, along with Beats Studio Pro headphones.
Chris Thorne, chief marketing officer, Beats, commented, “Storytelling is at the core of the Beats brand, and we’re always looking for unique ways to amplify our athletes’ stories beyond their respective sports. Josh and Daniel’s friendship is truly special, and we’re excited to share it with the world.”
Luke McKelvey, co-founder, Mirimar, added, “We’re fortunate to have a partnership with the Beats team where everyone has been all-in on making the work as fun as possible. It’s a testament to the relationship Chris and Beats have with their athletes that from day one, Josh and Daniel were fully committed.”
The Legend of Ricallen will is running across multiple platforms, culminating in a big moment at the Belgian Grand Prix, where Daniel Ricciardo will be donning a Ricallen helmet during the race, and making a special drop of the Ricallen apparel, which will be available via his own fashion label EnchanteEnchante (https://enchante.co/collections/ricallen). Ricallen enthusiasts can choose from a Ricallen Tree, Ricallen Trucker Hat or Ricallen Bandana.
This is Mirimar’s second collaboration with Beats. The partners recently launched The Predicament featuring Lebron James and Lil Wayne.
Credits:
Client: Beats
CMO: Chris Thorne
Global Head of Brand Marketing: Tom Kydd
Head of Production: Mike Refuerzo
Producer: Eric Rasco
Marketing Operations: Patrick O’Brien
Head of Talent Partnerships: Cam Azoff
Talent and Partnerships
Brand Manager: Pardees Naimy
Head of Brand Design: Alex Bowring
Brand Designer: Ailrick Young
Project Managers: Christina Collins, Sam Lam & Jessica Murata
PR Lead: Erin ManagoPR Manager: Alexis Johnson
Social Lead: Abby McCormick
Head of Business Affairs: Marnie Nieves
Business Affairs Manager: Laney Gilani
Agency: MIRIMAR
Co-Founder & CCO: John McKelvey
Co-Founder & Managing Director: Luke McKelvey
Head of Account Mgmt: Steph Thiel
Account Directors: Asha Musau & Holly Sloofman
Executive Creative Director: Nick Morrissey
Executive Producers: Bill Berg & Jill Silberstein
Producer: Chris Webb
Creative Directors: Kristopher Wong & Chris Mead
Art Director: Bella Davies
Copywriter: Winston Farley
Production Company: Art Class
Director: Vincent Peone
Managing Director: Geno Imbriale
Managing Director & Executive Producer: Kirsten Arongino
Executive Producer: Logan Gilmore
Head of Production: Sparkle Jones
Line Producer: Mike Montenegro
Editor: James Boger
Executive Creative Director: Chris Eckardt
Executive Producer, Post: Brian Keegan
Post Producer: Kanika Oung
Assistant Editors: Dominique Machain & Stephen Deaver
Animation & Design Director: James Dybvig
Sound & Music: Citizen Los Angeles
Photography: Art Department
Photographer: Zak Bush
Social Agency: Space 150
