Entertainment Lions For Music > Branded Content for Music

HARRY STYLES "AS IT WAS"

UNDERWONDER CONTENT, Los Angeles / HARRY STYLES / 2023

CampaignCampaign(opens in a new tab)
Original Content

Overview

Credits

Overview

Why is this work relevant for Music Entertainment?

Harry Styles "As It Was" has quickly become one of the most iconic videos of all time having been nominated and/or won MTV VMA Best Pop Video, MTV VMA best director, 2023 Grammy Awards, and UKMVA award for best pop video and best director.

This video was created by a team of creatives from Ukraine-- Director Tanu Muino who won best director at the MTV VMAs the previous year," DOP Nikita Kuzmenko, Executive Producer Ivanna Borin.

The emotional 2 day shoot took place in London on the same day that Russian invaded Ukraine.

Background

The objective was to create a very emotion piece through the use of movement and dance.

Describe the strategy & insight

Director Tanu Muino teamed up with choreographer Yoann Bourgeois who is responsible for such iconic choreography as the trampoline stairs as seen in the Apple "Bounce" ad, and his signature turntable choreography.

Describe the creative idea

The objective was to create a very emotion piece through the use of movement and dance and show a side to Harry Styles his audience was accustomed to through choreographer and his visual look among brutalist surroundings.

Describe the craft & execution

Tanu and Yoann worked closely with Harry Styles and a team of dancers for a week of rehearsals on a turn table and was shot over the course of 2 day in various locations throughout London.

Describe the results

The music video has had world wide reach becomes one of the most iconic videos of all time. It currently has 443 million views and shaped the visual look for Harry Styles for this full album cycle. The reception has been overwhelming having been nominated and/or won for every music video award from the MTV VMAs to the 2023 Grammy Awards. The video quickly became viral has since become a cultural phenomenon and quickly found a place in pop culture.

More Entries from Excellence in Music Video in Entertainment Lions For Music

24 items

Grand Prix Cannes Lions
BEAUTIFUL LIFE

Excellence in Music Video

BEAUTIFUL LIFE

MICHAEL KIWANUKA, SMUGGLER

(opens in a new tab)

More Entries from UNDERWONDER CONTENT

5 items

Shortlisted Cannes Lions
LIL NAS X "MONTERO"

Excellence in Music Video

LIL NAS X "MONTERO"

COLUMBIA RECORDS, UNDERWONDER CONTENT

(opens in a new tab)