Ahead of the CMT Music Awards, CMT and 2C Creative took the phrase “will blow you away” literally in their new spot airing ahead of the show.
To turn the concept into visual reality, 2C put fictional party goers into a combo slow-mo photo booth/wind machine — with compressed air shooting at them at 88 miles per hour — and captured the result by shooting at 1,000 frames per second on the Phantom Flex 4K camera.
“We had been kicking this idea around for a week or so internally. We loved the idea but were having a hard time finalizing the creative in a way where it felt perfect. We have such a great history of collaboration with the folks at 2C, we knew they would not only solve our creative problem, but would take the idea to new heights,” said CMT Executive Producer for On-Air Promos Jeff Nichols in a statement.
2C ensured participants’ safety by using a tankless compressor and super-clean lines that kept foreign material from entering the chamber. The agency also kept the air blasts short, and 2C Live-Action/Creative Director Brian Eloe first tested on himself.
“It was a little shocking, so I was pleasantly surprised at how enthusiastic the talent was with being blasted by the wind. Plus, because we couldn’t see the extent of the effects in real time, making it hard to predict the results, playback and repeated blasts were crucial,” said Eloe.
“The most difficult part of building this promo was in deciding which faces and sections of each slo-mo take to use, since every single take was absolutely hilarious!” added 2C Writer/Producer Cheryl King. “It’s such a simple concept, but genius in the sense that it’s a physical comedy that is universally funny. It’s refreshing to see a promo where the talent isn’t asked to ‘look pretty’ but instead, to be real, ridiculous and have fun doing it. The end result is a genuine connection between the ‘CMT Music Awards’ and a damn good time!”
The 2018 CMT Music Awards will air live from the Bridgestone Arena in Nashville on June 6 at 8/7c. Hosted by Little Big Town, the event is country music’s only entirely fan-voted award show.
VP Creative: Peter Mannes
Executive Producer, On-Air Promos: Jeff Nichols
Sr. Director, Creative Production: Lindsay Lapinski
Writer/Producer, Creative: Travis Frady
Line Producer, Short Form: Jon Brown
Chief Creative Officer: Chris Sloan
General Manager, Senior Director of Operations: Nikki Coloma
Live-Action Director/Creative Director: Brian Eloe
Writer/Producer: Cheryl King
Editor: Jesus Martinez
Executive Producer, Graphics: Bob Cobb
Compositor/Colorist: Dmitri Zavyazkin
Graphic Designer: Andy Fernandez
Technical Operations Manager: Ashley Hartford
Assistant Editor: Williams Naranjo
Assistant Editor: Kelly Lanman
Audio Engineer: Cesar Haliwa
Director of Photography: Andrew Turman
Line Producer: Chris Stoerchle
Production Designer: Gregg Horne