The work is a music video.

While wrapping up the production for the music video "Breathin'", artist Ariana Grande and director Hannah Lux Davis sat down to discuss their next collaboration: the music video for "Thank U Next." Because it was her first #1 single, Ariana knew she wanted to make this project special. It all began with a single concept—a more positive, gratitude-focused version of the “Mean Girls” Burn Book. From here, everything spiraled.

Ariana recognized that there is a lack of songs that touch upon the personal growth that comes as a result of heartbreak. She had an important life message to share with the world, one that she wanted to be more widespread than ever before. The objective was then formed: How do we break through the barrier of traditional “pop” fans to establish a more diverse Ariana Grande audience?

The decision was made to build a content piece rooted in one of the most powerful forces in culture today: nostalgia.

The films Ariana and Hannah chose to emulate (Mean Girls, Legally Blonde, and Bring it On) had two things in common: 1) The female leads all overcome life hardships and end up stronger as a result; and 2) The films are largely considered to be household classics for women. That being said, it was extremely important that all emulated film elements matched the movies as closely as possible. Our team worked hard to ensure that the sets, wardrobe, makeup, and actors (including cameos) were magical “throwbacks.”

In addition, numerous celebrities and influencers were brought on board to help bring important characters and scenes to life, including a few of the original film actors (Jennifer Coolidge, Jonathan Bennet, Stefanie Drummond).

We began by treating the music video release as if it were a live event. In the days leading up to the video’s release, Ariana Grande shared behind-the-scenes photos and teaser videos on her social media. Her posts highlighted recognizable scenes from the films, showcased iconic film quotes, and revealed special video cameos. This generated immense anticipation and buzz on social media channels. We gave audiences all the tools they needed to spark a conversation—“Thank U Next” became a trending topic before it was even officially released.

Beyond the premiere of the music video, custom Snapchat and branded Instagram stickers were released—ensuring that fans had access to personalized goodies to decorate their reactions to the music video. Furthermore, Ariana Grande continued to fuel fan engagement by releasing special features and bonus behind-the-scenes content of the video’s creation.

The video premiered online on YouTube and Vimeo on November 30, 2018.

By paying homage to the most iconic scenes and incorporating contemporary pop culture figures, the video set itself up to be immediately recognizable and loved. The music video was a record-breaking viral hit—including quickest video to hit 100 million views on YouTube, and most plays on Vevo and YouTube within 24 hours. The music video was also rare crossover in both music and advertising realms, with features in mediums such as Forbes, Adweek, David Reviews, Billboard, and Rolling Stone Magazine.

Appreciation and accolades for the music video flooded the internet, stemming from fans, celebrities, artists, and brands. James Corden of The Late Late Show spoofed the music video with the help of A-List actor Jeff Goldblum.

Overall, Ariana Grande successfully established herself as a fresh, driving force in both the music and advertising industries. The music video transcended being merely relevant—it cemented itself as an object of cultural resonance.