“Start Weekending: An Instant”

September 15, 2014
“Start Weekending: An Instant”

Visa promotes the pursuit of everyday happiness in its video “Start Weekending: An Instant”, which portrays various people indulging in weekend fun, from blowing gigantic bubbles to splattering pints of paint against a canvas. Accompanied by the song “Atlas” by Music Dealers artist Starships, the iconic voice of Morgan Freeman narrates that “the weekend feeling starts with a moment … regardless of the day.” “Atlas” complements the build-up of the slow-motion cinematography as viewers share in the individual instances that transform a typical day into a weekend.

Credits

BRAND

CREATIVE DIRECTION

Jessie LaBelle, Creative Director

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The Challenge

Working with the Weekend

As Music Dealers Creative Jessie LaBelle started her weekend one Saturday, she received an urgent call from music agency MAS regarding a project it was working on with creative agency MRY and Visa for the brand’s “Start Weekending” campaign. The spot was a beautifully inspiring, slow-motion mosaic of memorable weekending fun. The client needed a song that could both match the cinematography and embody that illustrious feeling of the weekend.

The Solution

Breakneck Music Supervision

Employing some MD hustle, Jessie carefully crafted a playlist of songs from the Music Dealers catalog that she thought fit Visa’s campaign and video. From the list, the client selected “Atlas” by MD artist Starships, a Swedish post-rock band with a flair for cinematic sounds. Jessie then worked with the artist to re-record parts of “Atlas” and create a customized sync for the edit - all during that same weekend.

The Result

Internet Famous

From the creative collaboration between Music Dealers, the artist, and the agencies, Visa’s original edit flourished into a stunning production that synced perfectly with Starships’ music. In parallel with its cinematography, “Atlas” incorporates a dramatic crescendo of uplifting notes that mirrors the spot’s slow-motion celebration. Though the spot was placed on the web solely through the brand’s social media, “An Instant” generated nearly 10 million views in its first month.

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