Yo-Yo Ma, the world’s foremost cellist, believes that culture is a transformative instrument that can bring turn divisiveness into acceptance. At a time when the ties that bind us politically, economically, and socially are fraying this force for good is as important as ever. Yo-Yo Ma is currently embarking on a 36 city, 6 continent 2 year tour playing the entirety of the Bach Cello suites to audiences in a hope to start conversation, bridge differences and build culture. Each performance had it’s own unique Days of Action event that allowed Yo-Yo Ma and his team collaborate with local artists and leaders to demonstrate cultures ability for positive change. We then helped open up the conversation the wider digital community allowing people from all over the world to tell, show and demonstrate the passions in their own lives that we used to create a beautiful video of culture sharing.
ROLE: Concepting, Art Director
“The shared understanding that culture generates in these divisive times, can bind us together as one world, and guide us to political and economic decisions that benefit the entire species. This has never been more important.”
We asked people from all around the world to share their passions, their loves, their culture.
And together, with musicians, artist and craftsmen and Yo-Yo Ma we created a video that shows how sharing our culture and stories can bind us together as one.
“Yo-Yo Ma's Bach video is the most beautiful thing we've ever seen”
Elizabeth Davis - ClassicFM