Radical Media is an award-winning transmedia agency that helps brands tell stories. We had the privilege to meet Frank Scherma, the founder and president of Radical Media. Scherma has been evolving the company for 23 years. With a cool interior design and the office decked out with Awards Radical Media seems like much more than a production company. As made clear by Scherma himself, an idea can come from anywhere. Radical Media is staffed with people from different backgrounds who can simply make things.
What I really loved about this agency visit was the number of examples that Scherma showed us and the passion with which he talked about each. He emphasized the power of storytelling and I think he did just that. If you can tell a story, then you can make people believe. I have found this true in my education and work, that if you can present something well, then it seems like the best idea in the world.
The best example of Radical Media’s work was the Toyota “Tundra Endeavor.” The goal was to rebrand the Toyota Tundra to be more of a work truck that it was perceived to be. How were they going to do this? Well they partnered with NASA, Caltrans, Boeing, and the city of Los Angeles to move the spaceship Endeavor through the streets of Los Angeles to the California Science Center. The spaceship was towed by the Tundra and proved itself worth of being a work truck. Working with Saatchi & Saatchi, Radical Media created a five part series documenting the great feat and justified Toyota’s roots in American history. The series went on to win a Cannes Lion and is still talked about today.
My favorite work of Radical Media’s was the Museum of Feelings which debuted in New York city in 2015. The Museum was a pop up that featured the feelings of New York on the outside by displaying colors that had meanings. The feelings were sourced from social listening platforms and inside the museum were displays that featured all five senses. What I found to be surprising was that Glade had put the museum on and this wasn’t revealed to the participants until after they toured the museum. I think this is a great example of Radical Media being innovative and creating something that is outside the box. Instead of a typical TV spot, they created an experience that will give a positive overall sentiment about the brand.