The 21st annual Tribeca Festival, presented by OKX, has announced its winning storytellers. Awards were given in Feature Film, Short Film, Audio Storytelling, Immersive, Games, Human / Nature, AT&T Untold Stories, and Tribeca X.
TBWA\Media Arts Lab Shanghai’s, The Comeback for Apple won the Best Short in the Tribeca X section. This is the second year in a row that MAL’s Shanghai office has won the Shorts category.
TRIBECA X winners are:
Best Feature for Tribeca X: The Beauty of Blackness. Brand: Sephora. Agency: Epic Digital, VOX Creative, Digitas, Ventureland. Directors: Kianna Moore and Tiffany Johnson.
In 1973, Eunice Johnson, the founder of Ebony and Jet, noticed a problem – black women had to mix their own foundation in order to find a colour that matched their skin. To tackle the problem, Johnson launched Fashion Fair, the first national cosmetics company that focused entirely on Black women. The brand triggered a renaissance in style among Black women and the global cosmetics industry took notice. Now, Fashion Fair is staging its comeback as a Black-owned business in a new era defined by massive cultural shifts and increased competition. The Beauty of Blackness follows current Fashion Fair CEO, Desiree Rogers, and president, Cheryl Mayberry McKissack, as they face the massive undertaking that goes into reviving an iconic beauty brand amidst a new cultural context and gives a front-row look to how the industry has changed, and how much progress we still have to make.
It was acquired by HBO in March 2022.
Best Short for Tribeca X: The Comeback. Brand: Apple. Agency: TBWA\Media Arts Lab Shanghai. Director: Zhang Meng.
The story follows a disheartened young stunt double-slash-wannabe director, his father, and a rag-tag crew of villagers as they set out to shoot an out-of-this-world movie in hopes of reviving their fading village and making it “internet famous”. This 23-minute story aims to encourage everyone to never stop believing in their dreams, even if that dream is as far away as Mars. Will they succeed in the end? The multi-genre movie mixes up Hollywood sci-fi, traditional Kung Fu action and nostalgic feel-good comedy – and was shot entirely on iPhone.
Best Series for Tribeca X: Stories About Helpful People. Brand: Zendesk. Creative Studio: Even/Odd. Directors: Sindha Agha, Erin Brethauer, and Tim Hussin.
As a customer support company, everything Zendesk does — from how they build their customer experience software to the way they work with customers, is all about being helpful. It’s the spirit they believe in. Stories About Helpful People is a series of mini-documentaries and photo stories intended to inspire the Zendesk community to rally around the spirit of helpfulness. In Golden Age Karate, a high school student helps a group of senior citizens get through a vulnerable time, by teaching them karate. In Eric And The Bees, a US military veteran discovers that beekeeping helps him cope with PTSD — and teaches other vets the healing powers of the hive.
Best Immersive for Tribeca X: Emerging Radiance: Honoring the Nikkei Farmers of Bellevue. Brand: Meta. Creators: Tani Ikeda and Michelle Kumata. Directed by Tani Ikeda and illustrated by Michelle Kumata.
Emerging Radiance celebrates the untold stories of Japanese American strawberry farmers who lived in Bellevue from 1920 to 1942. With a hand-painted mural and Spark AR Instagram filters, visitors have the opportunity to meet Toshio Ito, Rae Matsuoka Takekawa, and Mitsuko Hashiguchi, three survivors of the World War II incarceration camps, as they share in their own words their connections to the land before World War II, during incarceration, and post-World War II. Produced by Meta Open Arts.
