Paranoid US Directors AB/CD/CD Create the First In-Theater Live Advertisement
AB/CD/CD collaborated with agency Johannes Leonardo NY on an ad that paired a live performance with live action footage for the retailer, Daffy’s. The directorial collective, a recent addition to the Paranoid US roster, conceived an entertaining scenario that encompassed the agency’s vision in relation to the screen.
“The agency wanted direction that captured a new, fresh style. AB/CD/CD was a perfect choice as they pulled from their extensive music video background and trendsetting lifestyle”, said Producer Janice Biggs. The collective recently directed Lily Allen’s “Fuck You” and brought a similar upbeat mindset with strong color palette, scheme, and casting.
This new take on an advertisement was a challenge in more ways than one. While the production crew was given a two-month execution time, they ended up with three jobs on their hands: a stage production, a multi-camera shoot and the task of synthesizing the two.
Additionally, costume and choreography played an essential role in AB/CD/CD’s cutting-edge concept. With a synchronized dance arrangement incorporating layers of clothing, the directors and designers paid significant attention to costumes that impacted the way the dancers moved. Choreographer Noemie Lafrance, a frequent contributor on Feist’s music videos, brought a professional artistry, concentrating significantly on timing and demanding rehearsals.
The performance ran at The Ziegfeld Theater in Manhattan in late October, most recently October 30 and 31.