5 years ago
All of your life—heartbreak, happiness and surplus appliances—can be contained in a message board like Craiglist. That’s what 72andSunny’s 72U attempts to depict in “Catch a Break,” a new interactive music video for rising NYC music stars Superhuman Happiness. Click here to try it for yourself.
Superhuman Happiness, founded by multi-instrumentalist and songwriter (and Arcade Fire sideman) Stuart Bogie, wanted to create a video that captures the human experience. 72U, a creative residency within 72andSunny, hit upon message boards as a cross-section of humanity. The result is a Craigslist-ish faux public message board embedded with 150 human moments that depict life’s up and downs.
A performance by vocalist Andrea Diaz forms the central thread of the experience, but the links lead to the human moments. Viewers are encouraged to explore the message board and discover the detritus of a failed romance, such as a turntable that’s useless because the ex took all the records, or a desperate attempt to find a new roommate to help with the rent.
72U, which includes seven makers from disciplines outside the ad industry, built the interactive experience and produced the video for less than $1000. The interactive experience was created for Google Chrome using web technologies like HTML/CSS, Java Script and JQuery.
Advertiser: Superhuman Happiness
Editor: Jeremy Eichenbaum
Creative Agency: 72andSunny
Chief Creative Officer: Glenn Cole, John Boiler,
Copywriter: Oliveros, Justman, Pietrzyk, Petrokubi, Wiley, Kaundart, Fisher
Creative Technologist: Tim Grover
Designer: Amber Pietrzyk
Executive Producer: Maria Scileppi
Head of TV / Production: Tom Dunlap
Producer: Karen Oliveros,
Strategy Director: Matt Jarvis
Genres: Music performance, Music & Sound Design
Categories: Music video, Short films72andSunny LA, 5 years ago