Practice Makes Perfect
Using only things in a typical office, we created choreography that paid homage to Hollywood legends like Busby Berkeley and Bob Fosse. We collaborated with award-winning Dutch choreographer Emma Evelein, who infused each routine with her signature movement style and classic Hollywood flair.
“I am so incredibly proud of this work. It’s so delightful and perfectly captures our brand and what makes Slack unique. My favorite thing is watching people’s faces when they see the spot for the first time. Smiles. Every. Time. Without fail. Thank you for your continued partnership and brilliant thinking.”— Colin McRae, Slack VP of Global Brand Marketing & Creative Strategy
Problem
Slack’s potential has been limited by the misconception that it is only a direct messaging tool for informal communication. Establish Slack as the trusted platform that makes work simple, pleasant, and productive, offering innovative features that enable customers to accelerate productivity like never before.
Insight
This fixation on constant productivity is based on the mistaken belief that peak productivity requires non-stop work.
Solution
Key to growth is to increase Slack’s saliency across a broader range of product features. Productivity redefined; position Slack as the intelligent productivity platform, powered by automation, knowledge, and collaboration which propels business forward.
Result
We wrote and produced a musical that playfully illustrates the fallacy of constant work leading to optimal productivity.
Credits
- Director & Executive Creative DirectorChris Dooley
- CinematographerOlmo Sobrino Carrasco
- WritersDave Muhlenfeld & Chris Dooley
- ChoreographerEmma Evelein
- StarringTice OakfieldCarolina OliveiraEddie BlackwellDaiana KosowerDaniel BukoShira Nimaga
- DancersShawnee ArveloStaniel FerreiraJulia KayserHéctor PuigdomenechJoel MesaVioleta Wulff
- Assistant ChoreographerMario Glez
- Original Music & Audio PostSqueak E. Clean
- Production DesignerAriel Santiago
- On Set VFX SupIvan Garriga
- Casting (UK & Spain)LANE Casting
- Casting (US)Mel and Liz Casting
- ColoristMaria Nualart
- Service Company (Spain)Mamma Team
- DesignersJean-Michel VerbeeckPhoebe Hsu
- 2D AnimatorsOliver WeeAnthony Kim
- CG DirectorRuss Wootton
- 3D ArtistsChris Foster
- Head of VFXBlake Huber
- CompositorsMark FrenchRachel Rardin
- Storyboard ArtistHugh Keenan
- EditorBrad Turner
- Assistant EditorRyan Rigley
- Post ProducerBrendan Mills
- Executive ProducerGarret Braren
- CCOJonathan Notaro
- Managing PartnerDevin Brook
- Line ProducerDavid Wolfson