The One Show Creates Hip-hop Album To Promote Final Deadline

The project brief was to use AI to create a LinkedIn reminder that promotes The One Show's final deadline and the first-of-its-kind AI awards category, says The One Club. 

The awards says that Florence, who also heads The One Club's ONE School UK free portfolio programme for Black creatives and sits on the club's International Board of Directors, decided to create a full album under the name Pencil Pusher and titled the 13-track album Dead Lines.  

The title-track teaser video focuses on the show's final deadline, while the two-minute 'Rising Ambition' video celebrates both Black culture and The One Show legacy by featuring a series of winning ads through the years, adds The One Club. 

Each track release moves closer to the Spotify album release on the entry deadline date of Friday, 28 February. A preview of the full album can be heard on HyperFollow, and will be available on Spotify, Apple Music and iTunes, says the awards. 

"I thought I'd channel my creativity into something for the culture," says Florence. "I asked myself, what better way to approach assignments during outlawed diversity than by remixing advertising itself — taking taglines we all know and love and turning them into anthems with AI tools. It became a celebration of both culture and craft."

Florence adds that the work showed the power of being able to go from a creative spark of an idea to a fully actualised campaign in such a short time. "This demonstrates the accelerating power of AI for all stages of creative development. I'm honoured to participate in the first AI award jury, and truly grateful to The One Club for Creativity."

Entries to The One Show 2025 can be submitted now, with the deadline of Friday, 28 February.

Finalists will be announced in April 2025, with Gold, Silver and Bronze Pencil and Merit winners announced during Creative Week 2025, taking place from Monday, 12 to Friday, 16 May in New York.

Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club's Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC competition, Art Directors Club of Europe (ADCE) Awards and ONE Asia Creative Awards. Winners are ranked globally, regionally and by country, The One Club concludes.

For more information, visit www.oneclub.org. You can also follow The One Club of Creativity on Facebook, X, or on Instagram. 

*Image courtesy of contributor