Looking for a killer Halloween costume? Check out this killer Kmart commercial first.
The dizzying 90-second spot, from Draftfcb in Chicago, distills the essence of a live event held earlier this month in the parking lot of a Chicago Kmart, where Monternez "Monty" Rezell danced his way through scores of Halloween costumes—showing off a tiny portion of the 3,000 or so available online and in-store at Kmart. And it wasn't just a leisurely shoot, either. Rezell, one-half of the Stick and Move dance duo (who appeared on America's Got Talent), was aiming to beat the Guinness World Record for number of costume changes—and he did so, with over 150 changes in six hours and five minutes. (Each costume consisted of at least three pieces, and Rezell needed to change into each one unassisted and remain in it for at least five seconds.)
The agency invited mommy bloggers to the site to watch the challenge live; created the #Kmartworldrecord hashtag for people to follow and share on Twitter, Facebook and Instagram; and streamed the event live on UStream. All good backstory—but the finished spot is pretty amazing to watch, too, unless you're prone to motion sickness. The sweeping frozen-moment camera pans are brilliantly executed (and show off the costumes wonderfully), and the soundtrack—"Like Wolves," by David Condos—lends a supercool, foreboding air to the production.
The most eye-popping Kmart ad ever? It just might be. Frightfully good.
CREDITS
Client: Kmart
Agency: Draftfcb, Chicago
Chief Creative Officer: Todd Tilford
Senior Vice Presidents, Creative Directors: Elke Dobrowolski, Howie Ronay
Vice President, Creative Director: Sean Burns
Senior Vice President, Director of Content: Brian Cooper
Senior Vice President, Group Executive Producer: Chris Bing
Producer: Jeffrey Piper
Senior Vice President, Group Management Director: Kelly Graves
Account Director: Kiska Howell
Account Executive: Alexandra Haake
Assistant Account Executive: Mallory Beausir
Social Platforms Community Manager: Vanessa Torres
Associate Director, Customer Intelligence: Janneke Van Geuns
Postproduction: Inside Job
Senior Producer: Celena Mossell
Editor: Ben Flaherty
Director, Motion Design: Jon Gallo
Assistant Editors: Dave Cullen, Justin Tvedt
Executive Producer: Rene Steinkellner
Production: Fountain Studio
Director: Tony Gaddis
Director of Photography: Andrew Cutraro
Producer: Tina Moy
Editors: Casey Stockdon, Bryan Arnold
Camera: Big Freeze
Song Credit:
Artist: David Condos
Song: "Like Wolves"
Dancer: Monternez "Monty" Rezell