The Friday Fix is picture perfect: Star Trek Into Darkness goes global, The Met Ball goes punk, The Sketchbook Project hits the road, Oscillation shakes things up, Buzzfeed and Starbucks get quite a reaction, ASTR are smooth ‘Operators’ and The Lonely Island party like rock stars on Between Two Ferns. Take your best shot…
May marks the official kickoff to summer blockbuster season, and the culmination of one of the most exciting campaigns we’ve ever had the pleasure to work on. Star Trek Into Darkness has continued to roll out the red carpet (in this case, the white carpet) for the globe-trotting international release tour, beaming into Australia, Russia, Germany and Mexico, culminating with the global premiere in London. The star-studded, multinational cast and visionary director J.J. Abrams suited up and reported for duty.
Into Darkness opens in 7 major territories today (including the UK), with another 25 the following weekend (including the US). The franchise continues the tradition of breaking new ground and boldly going where it’s never gone before, as for the first time Star Trek makes its way to the big screen in China. 2D, 3D and IMAX formats let audiences decide how much they want to supersize their epic experience. Following his successful reboot of Star Trek in 2009 and forthcoming Star Wars Episode VII that has the entire galaxy buzzing, all eyes are on Abrams.
Early tracking indicates that the second installment of Abrams’ series is headed for a $90+ million domestic opening weekend - the highest in franchise history. Take it from us… Star Trek Into Darkness is unmissable.
Speaking of shattering, the man behind the darkness is none other than Benedict Cumberbatch, the titular star of BBC’s Sherlock and voice talent in the forthcoming Hobbit sequel The Desolation of Smaug. A newcomer to the Enterprise ensemble, his role as the menacing psychological terrorist John Harrison is striking a chord with critics and sparking heated “conspiracy theories” amongst speculative fans. The concept of a crew torn apart by this maniacal mastermind is illustrated beautifully in this animated 9-frame “Cinemosaic”:
From visual effects master J.J. Abrams, we turn our attention to School of Visual Arts student Daniel Sierra, who has created a masterpiece of a thesis project: Oscillate. The hypnotically stunning piece represents his desire to “create a mesmerizing audio-visual experience in which sight and sound work in unison.” A+ work!
Here’s some more art in motion: the Brooklyn-based Sketchbook Project is a mobile library exhibition, transporting over 4,000 artist notebooks across North America. They gear up for their biggest tour yet, stopping throughout the US and Canada to share art and inspiration. Visit their site to find out when they’ll be in your neighborhood and how you can contribute a sketchbook of your own.
Yet the night’s real show stopper wasn’t a dress – it was the chandelier. Made from 25,000 razor blades, it hung in the museum’s atrium like a sharply shimmering silver beacon and stopped everyone in their tracks. Bold statements and a rebellious attitude form the backbone of the Punk movement, and the Met‘s exhibition (open until August 14th) explores the impact that it’s had on fashion.
Internet videos are designed to be short and sweet, trying anything and everything to make you laugh, smile or freak out. Yet commenting, emoticon sharing and simply writing “LOL” fail to capture the human quality behind the responses they elicit. That’s why the pop culture purveyors at Buzzfeed have partnered with Starbucks to introduce the “Reaction Cam” feature on their blog, allowing users to record and upload a 3-second GIF and give comments a more human touch. Try it for yourself – it will have you saying “OMG!”
Here’s a song that’s bound to get a reaction: New York-based duo ASTR presents their smooth and satisfying indie pop tune, “Operate.” Don’t be surprised if you give it a listen and find yourself humming it all throughout the weekend.
It’s been too long since we’ve found ourselves Between Two Ferns, watching our ever-gracious host Zach Galifianakis (The Hangover trilogy) talking to – and offending – some of our favorite celebrities in his low-budget, cult classic web series. After a lengthy hiatus he returns with flying colors, chatting with Oscar-nominated actor James Franco (Oz The Great and Powerful). The interview takes an unexpected and outrageous turn when the musical comedy trio The Lonely Island crashes the Spring Break party, debuting another instant classic. This video is Not Safe For Work, but it is safe for play:
Sharing is caring: pass along the Friday Fix, and be sure to keep up with FIVE33 for all of pop culture’s greatest hits.
The Friday Fix salutes March Marketing Madness: The Wolverine drops its 6-second “Tweaser” on Vine, Game of Thrones goes modern-day medieval, Spotify gives new life to music, M83 ushers us into Oblivion, Pacific Rim goes large, Bioshock Infinite blows us sky high, Secret Door opens up the world around us and Bear Grylls learns to fly.
Summer is right around the corner, and the season’s hottest films are heating up their campaigns – the equivalent of showing off their “beach bodies.” Pacific Rim is beginning to pull out the big guns with an up-close-and-personal look at the towering robotic Jaegers protecting our future from Guillermo del Toro‘s nightmarish Kaiju creatures. After meeting these mechs in blueprint form, it certainly is a treat to see them taking shape in such an epic way. The expansive lineup is still being drip-fed to fans, but meet the fleet as it stands:
Fans of ‘The Wolverine‘ were teased to the point of insanity this week. Director James Mangold turned to Twitter’s up-and-coming video service Vine to debut the first ever “tweaser” (Twitter teaser) using this burgeoning platform (click here to view). Just as Twitter caps postings at 140 characters, Vine gives users a hearty 6 seconds to capture our limited attention spans – but Wolverine managed to pack a lot of action-packed content into that tiny frame. Of course, this byte-size blitz was only a teaser for the following day’s 20 second clip on MTV – which was in turn a tease for the official teaser trailer released the following day. Reinforced by motion posters and international trailer cuts, Wolverine has decisively left his Adamantium mark, converting all this teasing into audience pleasing.
‘Olympus Has Fallen’ also launched a Vine-based marketing initiative of their own, releasing 6-second fan reactions from early screenings to build buzz. It seems the social media platform is priming itself to becoming the next big thing in movie marketing.
In the wake of tomorrow’s technologies, Game of Thrones marketing gets medieval on our asses. The breakout fantasy-action phenomenon gears up for what promises to be its biggest season yet as it counts down to the hotly-anticipated Easter Sunday premiere. In the week-long lead-up to launch, the GOT universe comes crashing into our world with the ‘Game of Thrones Ascent’ social game, ‘Join the Realm’ app allowing users to create their own social media sigils, and a handful of pieces from the pop art pioneers at Mondo. Perhaps some season 3 ‘Easter Eggs’ are hidden within…
Speaking of spectacular worlds, why not take a closer look at our own? Not since StumbleUpon have we found a site this unpredictable, enriching and addictively distracting! ’Secret Door’ is your online portal to a mystery destination, allowing users to explore the new setting with 360 degree turnarounds (like Google Maps for exciting getaways). So far we have ventured to museums, forests and canyons — all from the comfort of our own desk. Where will it take you? Click here to find out…
M83 has provided the unofficial soundtrack to the FIVE33 office for years – now Anthony Gonzalez and co. will bring their cinematic grandeur to the sweeping sci-fi epic Oblivion. They dazzled us with the first release from the movie score , ‘StarWaves.’ Now they take their atmospheric sound to the next level, recruiting Norwegian vocalist Susanne Sundfør for the title track. The album is out on April 9th; the Tom Cruise-fronted film opens April 19th. Strap on your headphones and prepare to enter a state of Oblivion:
Streaming service Spotify has thus far found success turning ear-tingling bliss into word-of-mouth buzz. Now they launch their first formal campaign, assaulting the airwaves with AV pieces and print ads as uplifting and indescribable as music itself. Part inspirational, part irrational, you’ll laugh til you cry – and vice versa – as you rediscover the pure joy of music.
As Hollywood gets in shape for another blockbuster summer, video games continue to teach the movie industry a thing or two when it comes to pioneering storytelling. This week, our most anticipated video game of recent years BioShock Infinite was finally released after a wait that felt – well, infinite. The game is scoring big points with critics and consumers alike – racking up 85 awards and provoking hot debate amongst players around the world. It is that most rare thing — an interactive experience with rich characters, dramatic depth, a twist you’ll never see coming and something to say about the world we live in. Before we return to the airborne city of Columbia for the weekend, here’s a taste of what makes this game so infinitely engaging:
And just to end the Friday Fix with a good laugh, we turn to our favorite celebrity survival expert Bear Grylls (Man vs. Wild) as he instructs Air New Zealand passengers in his area of expertise: the fine art of not dying. You’ve most likely seen airline safety videos before – but not like this!
Pass along the March Gladness, and be sure to find, friend and follow us for all the Fix you can handle.
With snowfall in the UK, it’s beginning to look a lot like Fix-mas: Star Trek Into Darkness, Man of Steel and Oblivion make their presents felt, Harvey Nichols lives every woman’s holiday nightmare, Topshop ask who’s that lady, Inside The Lion King roars to life and Christmas Gifs for all. Plus new videos from Sigur Ros and M83 to soothe the soul. Looks like you made our Nice List.
The holidays may not quite be here yet, but we are getting to open some of our presents early. The world finally got its first look at one of our most anticipated movies of next year. JJ Abrams is unveiling his incredible new action thriller Star Trek Into Darkness, and we’ll be there every step of the way. Both the freshly launched teaser poster and announcement trailer set the internet ablaze with intrigue and wonder, sparking heated debate from film sites to fan blogs. Perhaps no movie is garnering more passionate – or differing – opinions on who the villain may be, what it means for the Enterprise crew or just how dark the darkness will get. Until May 2013, our lips are sealed. The teaser trailer officially releases next week, but until then enjoy your first look Into Darkness…
Another film poster firing the world’s imagination this week is Man of Steel. The new image was unlocked thanks to a clever promotion for the Dark Knight Rises DVD/Blu-ray release (just in time for the holidays). TDKR’s Facebook fans were rewarded with a first look at the poster, which went around the globe faster than a speeding bullet. Henry Cavill is looking manlier (and steelier) than ever, yet the image of the do-good hero in handcuffs is raising more than a few questions about what the cinematic dream team of Zack Snyder and Christopher Nolan have in store for this bold new reboot.
Hot off the internet presses, a first look into the foreboding world of Oblivion - and what a stunning look it is. The Tom Cruise-driven sci-fi vessel is helmed by visionary director Joseph Kosinski, who switches gears from the techno-glamor of Tron and into the natural beauty of the world around (and after) us. Behold, Oblivion:
There are few things that can derail your perfect holiday party (other than a little too much egg nog!), but if you’re a girl, then “wearing the same dress” is at the top of the list. UK luxury department store Harvey Nichols highlights the tragic issue in their new holiday campaign #samedress with a commercial that captures the statement: “If looks could kill.”
One particular festive dress had the fashion world all a-twitter this week. Topshop’s slow reveal of their first ever Christmas campaign started with the question: #whosthatgirl? The high street store released a series of teaser clips for their Winter Wonderland campaign, showing a blonde woman in a stunning red dress. Followers were encouraged to guess the celeb with the reward of being included in a prize drawing if they guessed correctly. The contest crescendoed with the Dec. 4th reveal.
So who was the face of the Winter Wonderland campaign, you ask? Actress, model and singer Kate Bosworth! Congrats to all who participated.
Want something more personal than a holiday email, but too busy to mail out all the Christmas cards? Not to worry, for some clever people at Enjoythis have created Christmas Gifs, an entire website dedicated to passing on a little animated cheer to your nearest and dearest. Designed by a cast of international illustrators, animators and directors, they’re the gifs that keep on.. gif-ing.
In the spirit of gifts in motion, French electro/pop ear-pleasers M83 release their new video for “Wait,” with a decidedly Kubrickian visual vibe to complement their spacey sonic anthem. For those who have been following along, this is the third and final installment of the band’s “visual collaboration” trilogy with Fleur & Manu. We can’t wait to hear their signature operatic sound in the sci-fi epic Oblivion next year.
Keeping with momentous music video releases, this week also saw the release of the Sigur Ros “Mystery Film” video “Leaning Towards Solace,” featuring the youthful talent of Elle Fanning and a heart-wrenching performance by John Hawkes. With an artsy and avant garde lineup like this, expect the unexpected.
Last but certainly not least, we are proud to announce that the “Inside The Lion King” Exhibit has launched in the heart of New York City, creating the city’s biggest and brightest brand statement this holiday season. This groundbreaking immersive experience allows fans to go behind the curtain of the most successful show in Broadway history, getting up close and personal with authentic props, costumes and set pieces from The Lion King’s unforgettable 15-year legacy. It’s here today, gone Dec. 16th, so don’t miss your chance to go inside! Stay tuned for exclusive FIVE33 photos in the days ahead…
There are plenty more good tidings in store next Friday. Follow us on Facebook and Twitter for all the latest.
The FIVE33 Group is a creative communications agency known for its groundbreaking International campaigns.
With a global business and enviable client base in entertainment, fashion, retail and sport, FIVE33 combine quality of thought with quality of execution, binding them together in new and unprecedented ways.