Shot on location in New York’s Lower East Side, this ad for Coca-Cola’s music site describes how “every seven seconds someone starts a band” and that you therefore need help to filter out the good from the bad. We filmed a chronological sequence of a bunch of hipsters putting up posters on a wall over the course of a day and then ramped the footage up and down in editing.

During the prep for the shoot, we also decided to design the posters ourselves using our own fonts and illustrations, as well as selections from Ian’s vast archives of band photographs.

Director
Brand New School:
Jens Gehlhaar & Jonathan Notaro

Shot on location in New York

Production
Brand New School, New York
Director of Photography:
Pat Notaro
Producer:
Craig Houchin

Editorial
Brand New School, New York
Editor:
Charles Jensen

Post production
Brand New School, New York
Poster designs:
Jens Gehlhaar, Jonathan Notaro
Poster photography:
Ian Brook
Animator:
Dennis Go
Producer:
Angela de Oliveira

Agency
McCann Erickson, New York

See also
A paper delivered at the "Schools of Thought 3" Conference
A post at "Design Observer"