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Hannibal Buress and Director Kris Merc Deliver the Unexpected in New Turo Campaign

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Comedian and car sharing app create video campaign and a music video, edited and color graded by EDITBAR and Nice Shoes, as a result of their expanding partnership

Hannibal Buress and Director Kris Merc Deliver the Unexpected in New Turo Campaign

Comedian Hannibal Buress and director Kristian Mercado Figueroa aka Kris Merc set out to make a weird, charming, and surprising piece of content for car sharing marketplace, Turo.

Building on a relationship that began as a podcast sponsorship jingle, Turo hit up Buress, to expand the partnership into larger format content.

“The beauty of this collaboration is that Hannibal is a genuine Turo enthusiast. We kicked off our relationship when he organically mentioned the “buttery” Tesla he booked on Turo during his podcast,” said Turo CMO, Andrew Mok. “The videos we created with Hannibal and his team represent the Turo story – we have the perfect car for every occasion, even if that occasion is getting a burrito at a drive-thru”.

Buress brought on Merc along with writer Haji Outlaw (The Eric Andre Show) to develop the concept, giving viewers a glimpse into a big night out for the star (trip to the burrito drive-in) and how Turo makes the journey possible.




“When I started discussions with Turo about potentially doing videos for them I immediately brought up Kris Merc,” said Buress.  “He has the ability to make anything pop visually.  I've worked with him on a handful of things before and he brings lots of fresh ideas and elevates whatever project he's working on.”

Along the way, Buress and Merc plotted a surprise for the crew - and ultimately for the client. With fifteen minutes left in the shoot day, the crew was surprised with an on-the-fly music video shoot for “Turooooooo.” Merc started screaming get that hot pink, and neon blue on set, let’s do this. As he blasted music from a speaker, flipping the script in an instant. Check out the resulting music video below.


“This wasn’t something they had requested. It was something fun and spontaneous that came out of working on this concept with Hannibal. Me and Hannibal kept talking about making something with the song, and the idea of the music vid at the end of the day kind of happened naturally. It just left everyone smiling,” said Merc. “It’s making me wonder how to end shoots with surprising finales or unexpected pieces of branded content that feels fresh and cool...”

Merc brought his creative partners, EDITBAR owner/editor Michael Reuter and Nice Shoes colorist Phil Choe to handle post production. Reuter cut part of the project while working out of Nice Shoes’ NYC studio, where he’s represented in the New York market making it a LA, Boston, and NY production. Choe then did the final color, creating a strong contrast between the everyday world of Buress and the neon soaked fantasy world he enters once he secures the burritos, possibly through time travel. It’s not 100% clear if the DeLorean he rents from Turo transports him through time as well as space.

The Turo team was blown away by the spots and incorporated the music video it into their landing page for the campaign as an Easter Egg for fans. The infamous Konami code even works as another way of unlocking the video.

“At a time where there is a constant demand for more content, it was great to be able to surprise, and surpass a client’s expectations with an additional piece of content completely outside of what they asked for,” concluded Reuter.  “It’s a testament to the Turo team - their creativity, the confidence in their brand - that they embraced what we made and extended the campaign with it.”

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Client

Chief Marketing Officer: Andrew Mok

Senior Manager, Global Creative: Eicka Ames (Sr. Visual Design Manager & Art Director)

Head of Content Marketing: Kamala Puligandala (Specialist)

Director of Strategic Partnerships: Justin Esch

Post Production / VFX

Colourist: Phil Choe

Digital Imaging: Michael Reuter

Colour Company: NICE SHOES

3D Artists: Trung Bao, Hai Doan, Nam Le

Post Production Company: Fustic Studio

Colour Producer: Liz Mitchell

Talent Acquisition

Talent: Hannibal Buress Tony Trimm Byron Bowers

Production Service

VTR: Jarrod Butler

Production Company

Production Company: Baby Panther

Director: Kristian Mercado

DOP: Matthew Chavez

Producer: Dustin Highbridge

Hair and Make Up: VANITIES Hair/Makeup

1st AD: Jesse Hays

Production Assistants: Ashley Lynch, Sam Schneider, Richard Monteiro,Chris Sinclair,David Tanner , Fabian Larrera

1st AC: Elizabeth Hodgeman

2nd AC: Edgar Gonzales

Gaffer: Brian Redmann

Key Grip: Jimmy Viera

Art Department: Production Designer

Wardrobe: Shelley Caudill

VFX Artist: Rafatoon, German Camilo Leal

Electronics and Programer: Electric

Production coordinator: Ivette Anthony

Production Manager: Deryck Highbridge

Executive Producer: Avtar Khalsa, Andrew Nisinson

Music

Sound Engineer: Moore Huffman

Offline

Edit Company: EDITBAR / Nice Shoes

Editor: Michael Reuter

Producer: Maggie Flatley and Phoebe Cole Dubay (Editbar), Jason Farber (Nice Shoes)

Other

Equipment: EQUIPMENT VENDOR

Genres: Music & Sound Design, Visual VFX, People

Categories: Travel, Ride Sharing and Taxi Apps

Nice Shoes Boston, Tue, 03 Jul 2018 17:05:41 GMT