Our collaborations with the chart-topping band Imagine Dragons have been adding up over the last year: we art directed the music video for their song “Gold”, designed their dramatic 2014 AMA performance, created an interactive art installation for 150 of their biggest fans, and last but not least, created a unique 360˚ concert experience for their 4-minute spot during the Grammys, sponsored by Target.
Target and Imagine Dragons were the talk of the Grammys this year with a four-minute live TV broadcast of their song “Shots” recorded in downtown Las Vegas. Ad agency Deutsch brought together members of our LA team, renowned music director Jonas Akerlund and Creative Director Bruce Rogers on board to design the show and provide video content creating a powerful performance that would maximize the experience for fans onsite as well as viewers at home.
The centerpiece of the set was an innovative circular stage that elevated above the audience during the song’s climax, featuring LED video on the sides and platform floor. 360-degree screens surrounded the audience, bathing them in light from a heavily abstracted live feed of the band. Fans wore illuminated LED bracelets made by PixMob, adding to the magical mood. Twenty-two cameras and a helicopter captured all the action, including a vertical light beam that could be seen for miles.
In an increasingly competitive media landscape, it’s challenging for brands, let alone musicians, to break through and get noticed. During an event like the Grammys, with an approximate viewership of 30 million, the pressure is high to deliver an outstanding campaign. While the idea of playing a music ad wasn’t entirely new, the fact that it was a live broadcast became an instantly buzz-worthy topic on social media, thereby increasing visibility for Imagine Dragons’ upcoming album release.
We were thrilled at the opportunity to collaborate with Target in giving viewers more of what they want during the Grammys – less ads, and more music!
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Check out all the behind-the-scenes moments of the performance here: