“To be one with the car you must achieve total balance,” advises speed guru Jason Momoa behind the wheel of a screaming Alfa Romeo while his passenger shakily pours a cup of tea to prove the point. The latest episode of Yas Island Resort’s comedy campaign “Jason Momoa: Chief Island Officer” features the celebrity as a race-car instructor on the resort’s state of the art Formula One track.
Momoa was recently named Yas’ “Chief Island Officer,” a title formerly held by Kevin Hart, who announced the end of his reign earlier this year, and to celebrate the new appointment Momentum Dubai created an epic comedy campaign directed by Ira Rosensweig via Deja Vu Productions, showing fans how they can #LiveItUpLikeMomoa on Yas Island, located on the golden shores of Abu Dhabi.
“It was an incredible collaboration with Jason, Deja Vu Productions and Momentum Dubai,” said Rosensweig who also served as editor. “The agency brought me in to help write every spot, as well as edit and oversee post. We only had three days to shoot five 60 second spots,so the project required extensive planning and coordination, often involving the use of many cameras in one take. Jason is one of the most dedicated artists I’ve ever met. I knew he’d bring massive energy, but I was delighted to find that he also has top-notch comedy skills and brilliant improvisational talent. He also helped us re-conceive two of the spots at the last minute, which I think ultimately improved the entire campaign.”
Rosensweig recently completed production on his first feature film SHARE?, a sci-fi thriller starring three-time Emmy winner Bradley Whitford, Alice Braga, Danielle Campbell, and Melvin Gregg in a breakout performance as a man who struggles to survive after awakening alone, trapped in a society connected only by a primitive computer network, where the ability to entertain is the only currency.
