My Drive Thru
"Everybody is an artist, everybody can be creative. That is the spirit that we wanted to capture in our spot."
From Creative Director Marie Hyon:
For Converse, the agency came to us with their print campaign and asked us to make it move. They wanted us to create a music video for artists that were not yet on board for a song that was not yet created.
That was the brief. To keep it stripped down, very simple and communicate connectivity through a paper doll metaphor with the feet connected throughout.
We then said sure. Okay. Shit, how do we keep it interesting for that long? Limitations are frustrating but sometimes inspire some cool ideas.
We started by thinking beyond the obvious and about what else can imitate connectivity. A lot of cool things can come from imitation, if there is a fresh point of view on the matter.
So researching the word “connectivity,” we came across alignment, consecutive, coupled with, linked, united, banded together, etc… We then took a little day dream with these words in mind and started to explore the world. We started to think about echoes and how that creates connection through time.
We thought about how paper can fold and how shadows of our black and white world can create negative space we can travel through. Or how the shadow of a person can become another person, but they are still connected by their feet.
We then began to think of ways to play on perspective. The camera played a big role in this. The attitude of the spot is largely due to the camera being yanked around.
Converse had not done a commercial for Chuck Taylors in a very long time because the shoes already had a lot of credibility — rock stars are wearing them anyway. So, of course, it was most important that the video feels authentic. The shoes are icons that need to be presented in that way.
Punk played a very important role in the history of the Chuck Taylors. Punk is very inspiring for us at Psyop. For us, punk stands for people who never played any instrument before, grabbing a guitar, getting together with some friends and making music. Everybody is an artist, everybody can be creative. That is the spirit that we wanted to capture in our spot. It should look easy, effortless, like it was made in somebody’s closet. Pure right brain stuff. It should inspire you to grab your camera and shoot your own paper world.
Limitations are frustrating but sometimes inspire some cool ideas.
BROADCAST DESIGN AWARD WINNER
Silver Winner, On-Air Commercial and Music Video