Target - "Nick Jonas Surprise Concert in NY"


Nick Jonas surprise concert recipe:
Start with a huge recording artist. Add a brand that wants to do something big. Mix with a partner agency to help pull it off. Carefully stir in a six-camera shoot, surprise logistics, fan sourcing, a celebrity, PR and a live performance. Garnish with “ships next-day.”
We awarded on a Saturday and by Thursday we had Nick hiding behind a curtain in NYC. A listening party suddenly transformed into a pop-up concert and video shoot. All in all, it was a huge effort by agency, client, and Nick’s team to make it happen, and the fans were genuinely surprised!

More songs:

Director: Diane Martel @ Rabbit
Edit/Finish: Alison Grasso, Joe Siegel & Kallyn Billadeau @ Crew Cuts
Fan Sourcing: 1iota