- Friday, Jun. 6, 2014
ThinkBreatheLive (TBL) has made a spectacular return to the Billboard Music Awards. This year the creative firm provided creative direction and video screen content for pop superstar Pitbull and the legendary Jennifer Lopez for their electrifying performance of the official 2014 FIFA World Cup theme song "We Are One (Ole Ola)" featuring Brazilian pop star Claudia Leitte.
The TBL-created visuals were heavily soccer themed due to the track's association with the World Cup, tying the event's iconic imagery into the performance. "Pitbull wanted to keep the soccer motif running throughout the piece, including all the flags of the countries participating in the World Cup," said TBL GM/Executive Producer Kenny Pedini. "Because Pitbull is such an energetic performer, we kept the content moving at a quick pace to keep up with him and to bring the dynamism of the soccer field to the MGM Grand."
TBL Creative Director Andy Jennison elaborated on the creative development of the performance. "Since the song starts with a strong percussive beat, we decided to put some Brazilian drummers on the stage and then have Pitbull run up to the LED screen and kick a virtual soccer ball to begin the performance. Pitbull thought it would be a great way to draw the audience into the performance."
Jennison also worked with Jennifer Lopez's camp to highlight her featured verse midway through the performance. "Jennifer's manager was familiar with our work and wanted us to create an interactive performance for her," said Pedini. "We had Jennifer right up at the screen dancing to a specifically choreographed routine in which her movements seemed to create the animated visuals."
Jennison added, "Jennifer is a very talented performer and can do absolutely anything. I wanted to keep the visuals specific to the lyrics of the song and Jennifer seemed to like that very much. It's an exciting moment in the performance." TBL has been known to create interactive performance visuals in the past for Beyoncé at both the 2011 Billboard Music Awards and the 2013 Super Bowl Halftime performance.
Brazilian superstar Claudia Leitte joined Pitbull and Lopez on the stage for her own featured verse. "I had seen her dance in the official music video for the song and she moved her arms in a very specific and sensual way, so we created a design that builds during her section that is reminiscent of that," said Jennison.
"We had dancers and flag spinners join the artists on stage to add to the energy of the performance and to create the excitement of an international soccer game," added Jennison.
"This particular project was such a great opportunity for us. We got to work with three of the top performers in the world," said Pedini. "Their talent and energy is inspiring."
ThinkBreatheLive (TBL) is a New York-based creative shop that specializes in production and content creation for advertising, film and live entertainment clients. Founded in 2001 by a trio of ad veterans, TBL has evolved from an editorial boutique into an innovative multidisciplinary production company. Assembling eclectic teams of directors, editors, designers, animators, writers and creative strategists, TBL has produced multimedia content for the biggest stages in the world -- from Beyoncé's Super Bowl XLVII Halftime Show and 2013 Mrs. Carter World Tour, to Roger Waters' Dark Side of the Moon and The Wall tours. In the ad world, TBL has contributed to award-winning commercials and PSAs while working with top agencies, including Arnold NY, BBDO, Draftfcb, Grey Worldwide, and Saatchi & Saatchi, among many others. www.thinkbreathelive.com