Droga5, New York creates a kid hero who "plays" guitar hero on the streets of his hometown by biking his way through a song drawn on the streets. Directed by Jaron Albertin from Smuggler.

"Droga5 and production company Smuggler created another viral video hit, this time for Activision and it's game Guitar Hero World Tour. Ostensibly, it shows a teenage kid paying homage to the game by recreating it on the streets of his home town. Speculation abounded as to whether the film was really pulled off by kids. Directed by Jaron Albertin, the video topped over 850,000 hits on Youtube over 48 hours and been featured on hundreds of blogs."

Client: Activision Agency: Droga5, New York Production Company: Smuggler Director : Jaron Albertin Ross Richardson (DoP) David Droga (Chief Creative Officer) Ted Royer (Executive Creative Director) Isaac Silverglate (Copywriter) Jeff Anderson (Art Director) Dana May (Agency Producer) Stephanie Scire (Producer) Patrick Milling Smith/Brian Carmody (Executive Producer) Director of Digital Services: Craig Batzofin Sr. Digital Producer: Sandra Nam Smuggler Head of Production: Laura Thoel Editorial Co: PS260 Editor: Dustin Stevens Telecine: CO3 NY Colorist: Tim Masick Sound: Sound Lounge Sound Design: Marshall Grupp/Phan Visutyothapibal Mixers: Philip Loeb/Evan Mangiamele VFX Studio: Method NY,LA,PARIS/RIOT LA Creative Director/Lead CG Artist: Aron Hjartarson CG Supervisor: Christopher “Pink” Bonnstetter Animation Supervisor: Matt Hackett Lead Compositor: Tom McCullough VFX Producer: Mariya Shikher Head of Production: D. Todd Davidovich On Set VFX Supervisors: Seb Caudron/Felix Urquiza On Set VFX Producer: Chandra Irving On Set Head of Production: Leighton Greer Executive Producer: Helen Hughes

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.