Art Streiber shoots innovative Instagram-based campaign for Heineken and the U.S. Open. Plus: Behind-the-scenes photos

Wieden+Kennedy recently commissioned Art Streiber to shoot an innovative new campaign—the first of its kind—for Heineken that sent Instagram users on an interactive scavenger hunt in pursuit of a plum prize: tickets to the U.S. Open. Instagram marketing blog Nitrogram explains how the campaign, called Crack_the_US_Open, worked:

“Heineken [led] the scavenger hunt on a dedicated Instagram account, featuring a mosaic of small scenes. Fans [were] given a photo as a starting point, from which they hunt for clues in the hope to solve a mystery. Hashtagging the right answer in the right photo [was] the only way to win the reward.”

Art’s mission was to photograph 87 extras in five changes of clothing in 15 different configurations, all with very specific props. “In order to pull off a job of this complexity, you have to have an incredibly dogged and resilient producer and a mathematically inclined set designer, both of which I had,” he notes.

Inna Khavinson oversaw the preproduction and on-set production of this shoot, which really was like wrangling a herd of elephants and forcing them into an elevator. A passenger elevator.  A very small passenger elevator.

Tadd Kronek handled the set design, which was a geometric and algebraic puzzle taking into account the angle of the plane of the seats, the height and depth of each row, and the depth and width of each seat.

The folks at Weiden+Kennedy were really great to work with, challenging my crew and me with all kinds of great problems to solve. And then we all had to collaborate to limit the variations within each of the 15 shots so that we could finish on time and on budget, which we did!

Art buyer Molly Dowd was the translator between the dreams of her creative team and the realities on the ground. Creative directors Erik Norin and Eric Steele led the conceptual side, and Mathieu Zarbatany, Carl Jannerfeldt, and Mike Vitiello put all of the artistic pieces together.  Finally, Chris McClelland led the postproduction team at W+K that had to build out the super-panorama for Instagram.

The most fun part of the day…?  Lighting the entire scene with four Profoto heads and leaving the camera bolted to the scissor lift at 26 feet in the air, climbing down on a ladder, and doing the whole five-hour shoot from a Wizard Transceiver remote!”

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Art Streiber_Heineken

A composited screenshot showing how Crack_the_US_Open appeared to Instagram users, featuring Art Streiber’s photographs. Click to view larger.

Art Streiber_Heineken BTS 1

Art photographed 87 extras. Photo courtesy of Art Streiber.

Art Streiber_Heineken BTS 2

There were five changes of wardrobe and lots of carefully chosen props. Photo courtesy of Art Streiber.

Art Streiber_Heineken BTS 4

Art’s camera was bolted to a scissor lift 26 feet up in the air. He completed the five-hour shoot from a Wizard Transceiver remote on the ground. Photo courtesy of Art Streiber.

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