DHL partner with Victor Ray to deliver free meals at Food Bank for NYC

Studio Yes created this unique content series for Universal Music and DHL, starring Victor Ray.

A truly transatlantic collaboration, the film series for DHL’s social channels was shot by Studio Yes LDN in with Studio Yes NYC.

Directed by UK-US duo, Tomboy, the films were shot in various locations across New York City, including Victor’s US tour finale in Brooklyn, and the Food Bank for NYC in Harlem.

Victor Ray, a Ugandan born, Newcastle raised musician spent the early part of his years busking on the streets of London where he witnessed first-hand the effects of homelessness and food insecurity. Determined to pass on the kindness he encountered from others during the early days of his career, Victor wanted to find a way to give back and connect with a new community during his US tour.

Working with DHL, Victor came up with the idea of selling exclusive merch at his final US tour date to help raise funds for a local food bank in New York City.

DHL facilitated the partnership, helping to ship the merch to the gig, as well as providing additional funding and volunteers to the Food Bank for NYC, located at the heart of the Harlem community. Together, Victor and DHL raised enough money to feed 116,000 New Yorkers experiencing difficulties.

The films capture the energy and spirit of the city, featuring a mix of digital as well as vintage cam-corder and stills photography. Working with a UK-based client and a predominantly USA-based production team, the project was executed seamlessly thanks to Studio Yes’s transatlantic offering.

The series is part of DHL’s FAST-TRACK music programme created in partnership with Universal Music and Abbey Road Studios which aims to elevate the profiles of emerging artists such as Victor Ray.