“Tow Yo” Takes Comedic Approach in Capturing Essence of Hit Series
The cast of truTV’s “South Beach Tow” were given the Hip Hop treatment when they recently starred in their own rap video to launch the hit series’ all-new season. To make the bling-loaded magic happen, truTV called on Miami-based 2C Media to execute the network’s vision—a catchy, anthem-like rap called “Tow Yo.” The idea was to tell the “South Beach Tow” story while paying homage to rap’s most classic music video scenarios, all—of course—with a comedic twist.
2C Media kicked off the production with some immediate cred, tapping veteran Hip Hop video director David Rousseau (Pitt Bull, Christina Aguilera, Lil Wayne) to do what he does best: create bona fide rap stars of the “South Beach Tow” cast in one epic performance. Watch the video HERE: www.2cmedia.com/south-beach-tow
The elaborate, two-day shoot, which required a hefty combination of prep and props, consisted of three different studio sets and plenty of South Beach on-location action. Beyond the heavily tricked-out South Beach Tow trucks, iconic rap video elements included an extravagant video wall cube featuring three 13×13 panels and a mirrored ceiling; impossibly expensive cars; heaps of raining money; bootylicious dancers; three wardrobe changes and flashy jewelry. 2C Media also borrowed classic rap video techniques, shooting some scenes through a fish-eye camera lens and snagging tight-focus dance sequences on a flatbed truck. There was even a cameo from former wide receiver Chad “Ochocinco” Johnson, who later tweeted the video to his more than 3.7 million Twitter followers.
“Having worked closely with truTV before, we knew we could have a lot of fun with the shoot and really deliver on the network’s vision,” said 2C Media president and executive creative director Chris Sloan. “With all the right elements in place, this one really came together, and I’m proud of our team for what they were able to pull off with a tight turnaround.”
The third season of “South Beach Tow,” which airs Wednesdays at 10 p.m. (ET/PT), only on truTV, debuted Wednesday, October 30, and its “Tow Yo” music video has generated more than half a million views on YouTube. “South Beach Tow” chronicles the unpredictable exploits of Tremont Towing, a family-run towing business in the glossy and gritty surroundings of Miami's South Beach. Catch all the face-offs and family squabbles as the Ashenoff family and their stable of larger-than-life drivers pound the city streets and deal with South Beach's craziest characters, all in the name of making a buck!
About 2C MEDIA, INC.
Miami-based 2C Media is an award-winning creative agency and production company. The winner of 12 coveted PromaxBDA statues in the last three years alone, 2C Media features an extensive roster of broadcast promotion, marketing and design clients that reads like a who’s who of broadcast and cable networks. The company’s passionate creative team comprises some of the nation’s top talent from film, television, advertising and design, and 2C Media’s state-of-the-art, all-HD facility features 12 edit suites, full audio and in-house graphics. Recent project highlights for 2C Media include, among many others, the promo campaigns for “Hard Knocks: Training Camp with the Miami Dolphins” and “Eastbound & Down” (HBO), “River Monsters” (Animal Planet), “Destination Summer” (Travel Channel), “Small Town Security” (AMC), and Blockbuster Movie Pass (Dish Network), as well as syndication episodics for “Steve Harvey” and “Anderson Cooper.” For more information, please visit: http://www.2cmedia.com.
Video Credits
truTV
SVP Creative Services: Andy Verderame
VP Creative Services: Jeremy Cohen
Creative Director, On Air Creative: Rick Ciaffone
Writer-Producer: Lyndsay Meabon
Editor: Chris Scolaro
Designer: Par Surasaksin
2C Media
Executive Producer: Chris Sloan
Director: David Rousseau
EIC: Fabio Arber
Producer: Ben frank
Producer: Patty Simonetta
DP: Massimo Hanozet
1st AD: David Modia
Art Director: William Pierce
Kristien Brada-Thompson
Priority PR
(310) 954-1375
Contact Kristian via email
Contact Kristian via email
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More