Grey New York and production house 1stAveMachine teamed on this video in which New York electro/pop/rock musician and recent Lorde collaborator Son Lux performs an original piece of music (which he composed) on a keyboard linked to a piano rigged with Gillette new FlexBall razors.
The piano keys are played via a pulley system attached to FlexBall razors. The 3D pivoting head of the razors allows for a unique range of movement as the razors’ handles strike the piano keys.
At the conclusion of the performance–which took place at the Hammerstein Ballroom in NYC–a pair of supers appear which read: “Movement Like No Other”; “Shaving Rebuilt.”
CreditsClient Gillette Agency Grey New York Tor Myhren, president/global chief creative officer; Jeff Stamp, Leo Savage, group creative directors; Lance Parrish, Steve Nathans, associate creative dierctors; Nick Terzip, copywriter; James McPherson, executive producer; Katy Fuoco, film producer; Megan Swan, assistant producer; Zachary Pollakoff, music producer; Debby Reiner, brand agency lead; Howard Roberts, executive strategy director. Production 1stAveMachine Asif Mian, director; Zak Mulligan, cinematographer; Sam Penfield, exec producer; Leigh Goldstone, producer; Bob Partington, chief creative technologist; Jason Curtis, art director. Editorial Cut+Run Akiko Ikawaka, editor. Music Ryan Lott (Son Lux), composer. Audio Post Heard City Phil Loeb, mixer.
The Best Work You May Never See: McCann NY, Director Christian Breslauer Sound Grande For New York Lottery
McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley. The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami). The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas. [video width="1920" height="1080" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/09/18010750/YNSL3561000H_NYL_SOUNDS-GRANDE_30_ENGLISH.mp4"][/video] Read More