MUSE Gold

2023

Legacy

Entrant Company

Muse Group Marketing

Category

Video - TV Ad

Client's Name

BVW Jewelers

Country / Region

United States

"Legacy" pays homage to the history and often untold stories of people of color in Northern Nevada. Despite a rich history of black families moving to the area during the Gold Rush, there is a distinct lack of representation and diversity both in front of and behind the camera in Northern Nevada. ADJ Visions wants to provide more opportunities for talent that isn’t being represented so that artists don’t have to leave the area to find meaningful work.
“We wanted to tell a story that was based in love, while still acknowledging the past and the legacy of those that came before us,” says Darius Devine, Director, Co-writer, and Co-producer. “Instead of rehashing past trauma and cliches, we wanted to focus on telling new stories and put a spotlight on the progress, love, and inspiration that can be birthed out of the hardships all of us face. Working backward in time, we wanted to show what it would look like to have a family that handles hardship and prevails.”
The heirloom piece shown in the video is the “Mptapo” symbol or the “knot of pacification and reconciliation." Mpatapo represents the bond or knot that binds parties in a dispute to a peaceful, harmonious reconciliation. It is a symbol of peacemaking after strife. This symbolism is the perfect embodiment of ADJ Visions’ goals for this piece, which include honoring the history of black ancestors while shifting the narrative to share new stories of hope and positivity for the future.
“The untold history of many of our ancestors gets lost in the background, muddled with political rhetoric, and combined with the snippets of history we read in our textbooks, becoming grayer and duller than the stories ever were. This telling is a step outside the typical story we have been spoon-fed. We are pleased to gift the audience (just as the young man is gifted in the commercial) the opportunity for their horizons to grow as they learn more about the wide range of stories that come from the past.”

Credits

Director
Darius Devine
Produced by
Bryon Evans & ADJ Productions: August Anthony Allen, Darius Devine, Justin Tanks
Executive Producer
Britten Wolf, BVW Jewelers
Written by
ADJ Productions: August Anthony Allen, Darius Devine, Justin Tanks
Director of Photography
Bryon Evans, Bryon Evans Films
Production Design
Shannon Balazs
Composer
Zack Teran
Editing
Bryon Evans, Bryon Evans Films
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