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How to Direct in the Brave New Age of Mobile and Experience Marketing

Trends and Insight 193 Add to collection

WE ARE Pi co-founder and ECD Rick Chant on what he learned self-directing epic parties for Desperados

How to Direct in the Brave New Age of Mobile and Experience Marketing

Many creatives dip their toes in directing their own campaigns. Few dive head first into the rabbit hole to the extent WE ARE Pi co-founder and ECD Rick Chant did this year.

The team sat down with Rick to chat about what it was like to self-direct a production that touched advertising, social content, live events and thousands of party people across the globe.

A bit of context... In 2019, party-starting tequila infused Desperados beer and its creative agency WE ARE Pi embarked on an around the world adventure to make people’s party dreams a reality. Dubbed 'EPIC PARTIES IMAGINED BY YOU' the resulting integrated global campaign touched down everywhere from the UK to Poland and South Africa.


Q> Why did you decide to step beyond creative and also self-direct the events and content?

Rick> It wouldn't have been fair to ask anyone else to direct this wildly experimental idea and keep up with us across a hair raising nine month production rollercoaster. So we directed it ourselves.