• The Client AEG, Goldenvoice
  • Release Date May 2016
  • What We Did Design, Animation, Live Action & Editorial
  • Filed In


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 only by one bold graphic message: “October.”

No single image better represents McCartney’s legendary status in the annals of rock & roll than his iconic Hofner Bass guitar. We open on an extreme close-up of a single string being plucked as the camera glides backwards to reveal the entirety of this expertly crafted instrument, made famous by its player.

Teaser Trailer