Recently signed Hornet director, Andrew Andrew Myers, collaborated with Brooklyn agency Madwell to create the newest campaign for Visible. Visible is a new phone service that is easy to use, kind of like not having to wear pants to rent a movie anymore (because, streaming!). Using inherently mundane elements, Andrew developed surreal yet whimsical vignettes to explain the easy concept of a phone service in an app.
Andrew was approached by the agency and client to create complex and interesting scenarios, inspired by his earlier work: hand smushed cherry pie, chattering teeth, a game of whack-a-mole. The brief they provided for each shot was relatively specific (and like any campaign there were branding and communication elements to consider), however there was an incredible amount of visual freedom to then build into it. In his words, "I think the excitement here was mostly how creative and free the imagery was! Often the whimsy will eventually come back to earth, but the client and agency were really wanting something fun and different, and I was amazed and delighted they didn't push it back to something more typical."
Shot over just three days, it was imperative that the shoot was carefully planned and creatively tight. Fortuitously enough the whole team pulled it off through a very trusting and collaborative workflow between all parties on set. The result: A visually arresting and conceptually absurd campaign that successfully explains a very simple idea.