DESERT TRIP – TRAILER CAMPAIGN

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The Ether was tasked with creating a branded marketing campaign for the concert of the century. AEG and Goldenvoice wanted to release a series of artist-focused teasers, trailers and social media spots that would build anticipation for their top secret 2016 rock ‘n’ roll mega-festival featuring The Rolling Stones, Bob Dylan, Paul McCartney, Neil Young, Roger Waters and The Who, all performing together for the first time ever in an epic 3-day music experience.

The moody, artist-specific teasers were created using a variety of styles and techniques from live action to animation. Our team conceptualized, wrote, produced, shot, edited and animated teasers to fit the tone and voice of each individual artist, unified by one bold graphic message: “October.”

For the trailer, full frame, staccato type-as-image sets the scene for the Indio, CA venue. Each artist plays a few bars of their iconic work while archival and present day concert footage come together in a stunning montage – driving home the excitement for this historic event.

The campaign went viral, garnering tens of millions of shares, tweets, posts and impressions across social media on the first day – and those numbers continue to grow.

Announcement Trailer

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OCT_TRAILER_HD_Friday

OCT_TRAILER_HD_Stones

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