Awkward family moments. You can never get too many of these and they are universally pleasing. Pandora has filled its new campaign with awkward human humour – because the campaign had to count. It’s the brand’s most ambitious brand campaign yet, following a substantial update – enhanced discovery, better personalisation, more on-demand music and podcasts and unique programming. And launched at a time when the US’ most popular music streaming service is facing aggressive competition.
At the core of the campaign are three wonderful snapshots of people getting caught up in music that transforms humdrum into “oh yeah”. The message is that “life is better with sound on”.
The campaign was created in-house at Pandora. The spots were directed by Tool of North America’s Paul Briganti, edited by Spot Welders’ Catherine Bull with post-production by Shipping + Handling.
Supporting the spots, which are running on US TV and online, is a collection of OOH executions…
…plus large-scale experiential events and activations, such as a live-streamed Halsey concert on December 10, that will transform Times Square into a massive silent disco, and interactive street murals, each of which will link to a playlists created by a local artist and inspired by their particular city.
“This project was so much fun to work on,” stated Catherine Bull, editor at Spot Welders. “The director, Paul Briganti, doesn’t come from a traditional commercial background – he makes all the digital shorts for SNL – so he is used to a ridiculously fast schedule and all the constraints that come with that. For this Pandora campaign, they shot all three spots in one day (bonkers by commercial standards), so there wasn’t a ton of footage, but the production was so nimble and efficient, they were able to get exactly what they needed for each spot. And these spots really hang on the performances and the humour and grace of the choreography. They did such a good job with all that, that the editing was truly a joy. I loved working with Paul, with such great actors, such great choreography and of course the music. When you’re cutting a spot to music, you listen to the track a billion times, and it is a testament to these artists that I never ever got sick of the songs. Each night I would wake up with a different one playing in my head, and it always made me smile.”
Casey Price, creative director & VFX supervisor, Shipping + Handling, added, “The production was a smooth-running operation thanks to the preparations of director, Paul Briganti, and DP, Wyatt Troll. The major challenge of this shoot was how to light and create the transformation look in the Van Nuys FlyAway terminal, which is essentially a large bus station with a huge ceiling and glass walls. There were quite a few restrictions with the location in terms of where we could put lights and there was a limited opportunity to add atmosphere. We were able to assist in creating the director and agency’s vision by augmenting the lighting with selective colour grading and well as lens flares and smoke. It definitely ended up looking much more stylised and magic than an average Tuesday night in Van Nuys.
“We also made a mess of that kitchen. The dance film in there seems to be lots of fun. That’s because it truly was fun. I was worried that the dancer was going to slip or bump into something in those close quarters, but she was a pro and never missed a step. We helped elevate the scene by adding flames to the stove stop and lighting effects. As for the lawnmower scene, I’m sure the neighbours enjoyed the front yard antics and maybe found a new way to spice up their chores. The actor was really good at dancing and was able to ride a lawnmower being pulled by the entire art department, which we had to remove in post. All in all, just a storybook day in The Valley.”
Creative Agency: In-house
Out of Home Agency: Boyce: Mangin
Production Company: Tool of North America
Director: Paul Briganti
DOP: Wyatt Troll
Editing: Spot Welders
Editor: Catherine Bull
Managing Director & Executive Producer: Carolina Padilla
Managing Partner: David Glean
Post Production: Shipping + Handling
Creative Director & VFX Supervisor: Casey Price
Lead Flame Artist: Chris Moore
Creative Director & Flame Artist: Jerry Spivack
Flame Artist: Paul Heagney
Colourist: Matthew Schwab
Executive Producer & Producer: Scott Friske
Managing Partner: David Glean
Media Buying Agency: Digitas