Cannes Lions
CP+B, Los Angeles / PROXIMO / 2017
Overview
Entries
Credits
Description
A group of bargoers choose to spend their last moments while civilization crumbles around them. As apocalyptic conditions worsen outside in the most cinematic way, the partiers bring the “Tomorrow is Overrated” message to life by doubling down on their music, dancing and drinking Jose Cuervo tequila.
Execution
The casting challenge for the lead male character was simple: How do you fill the role of a guy, dancing, who the audience is actually going to like? And furthermore, achieve that in a scene of the world ending. Turns out the answer was to cast a wide net, and sit through audition after audition after audition. Our lead needed to be naturally charismatic and authentic. Attractive enough to appeal to an audience but not so attractive to be unlikeable. He needed to be able to dance in a way that made you want to watch, and like him, rather than look away. And his natural style, and inherent cool, needed to add to the apocalyptic scenario. We cast extensively in LA, New York City and Paris to find him. And had to witness a lot of bad dancing—and awkward moments—to find our eventual lead.
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