AT&T
Shedding Styles
Grammy-winning recording artist Mary J Blige struts her stuff in Shedding Styles, a 30-second spot to promote the versatility of AT&T full-keyboard phones. To a soundtrack of her single I’m the One (Nothin’ on Me), Mary J moves seamlessly through four changes of outfit, each one stylishly accessorised with a colour-coordinated phone.
Director:
David Meyers
Production Company:
Radical Media
Agency:
BBDO New York
David Meyers
Production Company:
Radical Media
Agency:
BBDO New York
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Having directed 200+ music promos for some of the best artists in the industry, Dave Meyers of @radical.media was bound to stamp his own strongly focused style on the Shedding Styles spot. And The Mill team were there to create the design and FX.
At The Mill, Jeff Stevens, who led the design approach, says they, 'wanted to create a more immersive and glamorous environment for Mary J Blige to shine in. The backgrounds transition through exciting bursts of colour palettes, leading Mary J down a path of colourful fun that marries her outfits to her environment and, at the end, smoothly welcomes her to the AT&T brand.'
CreditsCredits
Agency
Agency: BBDO New York
Producer: Robert Emerson, Sarah Ryan
Creative Director: Susan Credle
Creatives: Carlo Benatto, Darren Wright, Matt Zaifert, Peter Alsante
Production
Production Company: Radical Media
Director: Dave Meyers
Producer: Natalie Bitnar
Director of Photography: Daniel Pearl
Editorial
Editing Company: Beast
Editor: Jim Ulbrich
Edit Assist: Jai Shukla
VFX & Design
VFX & Design: The Mill
VFX Producers: Fifi Von Heintze, Georgie Uppington
Shoot Supervisors: Tony Robins, Ben Smith
2D Lead Artists: Tony Robins, Dan Williams, Gigi Ng, Randy Mcentee
3D Lead Artist: Ben Smith
2D Artists: Rosalind Paradis, Randy Mcentee
3D Artists: Mike Dunkley, Mike Panov, Naotaka Minami
Colourist: C03
Art Department: Keith Sullivan, Albert Cook