Product placement. If you're a director or producer, you love the money, but hate the strings that come attached: Ceding editorial and treatment control to a third party who might care more about their product shots than making something that serves the greater goal. Also, you hate the agency people on set. And if you're an agency, you hate having to fund a bulk of a video budget and then getting pushed back at every step. Also, you hate being on set with all those production pirates.
So, what if you could retroactively make placements in videos: Affixing advertisements to bare walls, changing storefronts to national chains and all sorts of other digital chicanery.
Genius, right? VEVO has teamed with international company Mirriad — who specialize in "advertising for the skip generation" — to make it happen with music videos. The initiative was first teased via an AdAge report and then announced at the video streaming giant's NewFronts presentation last night,.
Shot in one take, the idea was to find an honest, unedited look for a single moment at the end of a relationship. Directed by Daniel Gomes, the video features Margaux Brooke (The Face) and The Maine's frontman John O'Callaghan.