Entertainment > Branded Content & Visual Storytelling

UPSIDE DOWN & INSIDE OUT (MUSIC VIDEO)

BOB INDUSTRIES, Santa Monica / S7 / OK GO / 2016

Awards:

Shortlisted Cannes Lions
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Film
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Overview

Credits

Overview

CampaignDescription

The motto for this project was a lyric from the song: “Gravity’s just a habit.”

Execution

It took months plan and set up, but we were actually on site near the Cosmonaut Training Center in Russia for 3 weeks. During that time we did 21 flights, with 15 zero gravity parabolas per flight, for a total of about two hours and fifteen minutes in weightlessness. For the first week we did test flights to figure out which ideas would work and which wouldn’t. How hard is it to control yourself? If you do a really cool flip once, can you repeat it? What looks cooler in zero gravity: a chain of a string of beads? Toothpaste or a shaken can of soda? How hard is it to place place a tablet in the air and just have it stay still? By the second week, we’d chosen our favorite ideas; we had our bag of tricks, and we assembled them into a routine and rehearsed it.

Outcome

24 Million Facebook views on the first day, 50 Million views to date, 620,000 shares and 500,000 likes.

Relevancy

S7 Airlines is a Russian airline, and they were our partners in making this video. Their mission is to empower people to chase their dreams, and together with their agency, they’ve supported us in doing just that.

Strategy

The longest period of weightlessness that it is possible to achieve in these circumstances is about 27 seconds, and after each period of weightlessness, it takes about five minutes for the plane to recover and prepare for then next round. Because we wanted the video to be a single, uninterrupted routine, we shot continuously over the course of 8 consecutive weightless periods, which took about 45 minutes, total. We paused our actions, and the music, during the non-weightless periods, and then cut out these sections and smoothed over each transition with a morph.

Synopsis

This video was shot in an airplane that flies parabolic maneuvers to provide brief periods of weightlessness, sometimes referred to as or “zero gravity” or “zero g.”

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