TL;DR: Liquid Lemon's production team filmed Rolling Loud, the biggest hip-hop festival in the world, delivering the official 2019 aftermovies for both Rolling Loud New York and Rolling Loud Miami, cut like music videos rather than corporate recaps. The campaigns generated 50,000 to 100,000 views on YouTube alone, the videos were completed with zero revisions, and Rolling Loud's Director of Marketing rated the engagement 5.0 overall in a verified Clutch review.
Who is Rolling Loud and what was the brief?
Rolling Loud is the biggest hip-hop festival brand in the world, staging massive multi-day events across Miami, New York, Los Angeles, and international markets.
Rolling Loud hired Liquid Lemon's production team, then operating as Big Baby, to film its festivals in Miami and New York City for promotional and recap purposes: live event coverage on the ground, then the edit. The engagement sits in the $10,000 to $49,999 band on Clutch, with the relationship listed as April 2018 to ongoing.
How did a new production company win Rolling Loud?
By betting on itself. The team offered to film the festival for free if Rolling Loud covered travel. In the words of Rolling Loud's Director of Marketing in the verified Clutch review: "They were a new company at the time, and they were very motivated to show us what they could do. They executed well and we used them a couple more times."
That is the whole playbook: remove the client's risk, deliver, and let the work convert one shoot into a standing relationship.
What was the creative approach?
Festival coverage cut like a music video, not a corporate recap. Rolling Loud wanted energy, not b-roll, and per the review the team "executed extremely well."
Nick Scott ran the engagement and delivered several versions of the edit; Rolling Loud made selects and commissioned an additional cut for promotion. The work included the official 2019 aftermovies for both Rolling Loud New York and Rolling Loud Miami, the films the festival used as its own recap of each event. The quality line from the review's ratings says the rest: "Completed videos with zero revisions. Great work!"
Watch the films
Both official 2019 aftermovies are published on Rolling Loud's official YouTube channel.
Rolling Loud New York, official 2019 aftermovie
Rolling Loud Miami, official 2019 aftermovie
What were the results?
The campaigns generated between 50,000 and 100,000 views on YouTube alone.
The engagement scored 5.0 overall: 5.0 for quality, 5.0 for schedule, 5.0 for willingness to refer, and 4.5 for cost. The reviewer's summary line: "They execute at an extremely high level." The trait Rolling Loud singled out: "They're an agile team that can adapt to situations," moving differently than big video production companies.
Why does agility beat production bloat at a live event?
A festival does not wait for your shot list. Live event production rewards small senior crews that can read the moment, move fast, and make editorial decisions on the floor. Big production companies bring layers; layers are slow; slow misses the moment. Zero revisions on delivery means the judgment happened during the shoot and in the edit, not in rounds of client cleanup afterward.
Two cities, two festivals, two official aftermovies, no revision rounds. That only works when the people making the calls on the ground are the same people cutting the film.
What does festival editing have to do with DTC ad creative?
Everything, because both are won or lost in the first three seconds. A festival aftermovie has no captive audience. Nobody is obligated to watch a recap of an event they either already attended or skipped. It earns every second of attention through pacing, cut rhythm, and hook density, which is the same job a paid social ad has in a feed.
That is why production pedigree matters for brands buying media. Ad creative is the single biggest lever on paid performance, ahead of targeting and bidding, and most DTC creative fails not on concept but on edit: the hook lands too late, the pacing sags, the cut respects the brand's priorities instead of the viewer's attention. Editors trained on work people choose to watch build ads people do not scroll past.
The same instinct produced the JBL advertisement with Aaron Judge that lifted sales 35% and the RBC and OVO film that held 95% of viewers to the last frame. The same operators run Liquid Lemon's growth side today, pairing creative with the storefronts that convert the traffic it earns, the model behind Triangl's climb from six figures to eight.
If your paid social creative isn't earning its spend, reach out. Email hello@liquidlemon.co.
Written by Andrew Zam, co-founder of Liquid Lemon, a Shopify design studio and DTC growth agency, and Vice President of the Music Managers Forum US. The team behind Liquid Lemon has driven over $1B in attributed growth across $350M+ in managed ad spend, for brands including Poppi, Olipop, Hero Cosmetics, Crumbl, and Beats by Dre.