Red & Co.
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How do you inspire a generation who grew up with screens to rediscover the power of making music with their own hands?
Last year, we won a global pitch for Yamaha . We didn’t win with a local office. We won with people across five time zones, eight languages, three generations, and a shared curiosity about what’s coming next. We built the team for the problem.
Today, we’re excited to share Yamaha’s first Global Brand Film & Campaign “You Are the Instrument”. The campaign makes a radical case that every instrument Yamaha makes is ultimately made to play one thing: you.
As a smaller, agile team we got to do all of it: 🧠 strategy, 🎨 creative, 🛠️ production, and 📱media - bringing this big idea to life, end to end.
With this film we show the impact of music, the way the inner life is stirred. But instead of hearing and often seeing people play instruments, we see the instruments playing them.
Click the link in our bio to read the full case study.
🎥Film Production Partners:
Production Company: Red & Co.
Director(s): Reed Harkness & Mira Kaddoura
Director of Photography: Reed Harkness
Line Producer: Heather Hawksford
Assistant DP: Cory Sorensen
Lighting: Jeff Taylor
Sound: Drew Canulette
✨Post Production Partners:
Editing house: WORK Editorial London
Editor: Bill Smedley
Assistant Editor: Macy Wood
Executive Producer: Frankie Elster
Sound Design & Mix: Noble State London
Sound Designer: Parv Thind & George Nicol
Sound EP: Rebecca Boswell
Post house: Time Based Arts London
Post Producer Lily Barron
VFX Lead: Ria Shroff
VFX Assist: Danny Peoples
Colorist: Ruth Wardell
Color Assists: Tom Matthews & Aiden Tobin
02/03/2026
05/10/2023
We’d like to congratulate our friend and long time collaborator on such a profound, emotional & engaging film. SAM NOW makes its National Broadcast Premiere on PBS Independent. If you missed the premiere it is available to stream free on the PBS App and online here for the rest of the month: https://buff.ly/3B7iDu1
Let’s help Reed raise visibility for his film by sharing this post. You can also give a high rating on Rotten Tomatoes and IMDB and spread the word this week! Let’s keep telling stories that show the humanity in us all.
04/21/2023
For Arab-American Heritage month, our founder, Mira Kaddoura, honors the Kaddoura women who came before her and laid the foundations of the Arab women’s movement.
One hundred years ago, these women did the impossible and fought for the justice, education, and liberation that many women have today.
In 1917, Dr. Ibtihaj Kaddoura founded what may have been the first women’s cultural club in the Arab world. In addition to her charitable pursuits on behalf of women and war orphans, Dr. Ibtihaj advocated unceasingly for women’s right to vote. Finally, in 1953, she secured the franchise for all Lebanese women.
Dr. Zahia Kaddoura, born in 1920, was the first Lebanese woman to earn a PhD from an Egyptian university and the first female dean of Lebanese University. She carried on her Aunt Ibtihaj’s legacy of fighting for Lebanese and Arab women and was a major figure in the Lebanese independence movement.
To Wadia Kaddoura, Zahia’s older sister, we owe a special debt of thanks. We were able to source our research from an English translation of her writing. Dr. Ibtihaj and Dr. Zahia also wrote many books and articles; Mira’s hope is to translate and digitize their entire catalog. Women’s contributions to history often disappear from memory, which is why these first-hand accounts of the Lebanese and Arab women’s movement are so precious – and so powerful.
Eid Mubarak to all those celebrating!
Image descriptions:
Slide 1: A portrait of Dr. Ibtihaj Kaddoura.
Slide 2: A picture of Dr. Ibtihaj Kaddoura sitting in a row along with 5 other men having a conversation.
Slide 3: A portrait of Dr. Zahia Kaddoura.
Slide 4: A picture of Dr. Zahia Kaddoura sitting in a row along with 4 other men looking straight ahead.
Slide 5: A news article clipping with the picture of Dr. Zahia Kaddoura. The headline, written in Arabic, says; “First Female Dean in Lebanon and the Arab world”.
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