Joseph Kahn's “Kobe vs. Messi: The Selfie Shootout” through Crispin Porter + Bogusky (CP+B) has just been named “Ad of the Decade” after a public poll was held to celebrate YouTube’s 10th anniversary. With over 100 million views the commercial has seen over twice as many hits as its second place rival, “The Force” for VW though Deutsch/LA.
“Kobe vs. Messi: The Selfie Shootout” sees NBA superstar Kobe Bryant challenge soccer superstar Lionel Messi to a global selfie shootout, each athlete jet setting around the world to luxurious locales in an epic face-off for portrait supremacy.
“Crispin Porter + Bogusky had a great concept and knew exactly what they wanted, they were fantastic to work with,” recalls Kahn on directing the globally admired work. “The main challenge became how to bring their incredibly ambitious idea to life in a very short span of time.”
Kahn explains production was crisp and quick, shooting Kobe in Los Angeles then Messi in Barcelona before heading into post. He recalls how Messi surprised production in Spain by arriving early on set with game face on, eager and ready to go: “We only had a small window of time but thankfully I’d gone through the stage the night before and mapped out every single camera move required,” he explains. “We got in shape and wrapped him in no time.”
Having worked with a glut of luminaries over the years, Kahn explains how comfort and confidence are important allies in creating successful commercial work: “I’ve been directing celebrities for so long that I no longer get nervous,” says Kahn.
“I enjoy collaborating with talent on both sides of the camera, working as a conduit between celebrity and agency. It’s always important to establish a comfort level with everyone involved to be sure of successful partnerships and to make the best work possible.”
“No one is watching this commercial to see how proficient my camera work is,” wraps Kahn on the complex and technical shoot, fully aware of why his work has received global recognition. "Everyone wants to watch these superstars interact with each other. It’s about personifying the brand and getting it noticed in the best way possible."
Kahn’s latest recognition comes after recent success releasing his dark bootleg film “Power/Rangers”, attracting 13 MILLION views in its first two days online. His “Bad Blood” promo for Taylor Swift also witnessed 20 MILLION hits in just 20 hours following its premiere at the 2015 Billboard Music Awards last month.
Meanwhile, Kahn's “Blank Space” clip released for Taylor Swift has now garnered an astonishing 900 MILLION visits since its release online last year.
Video Credits
Client: Turkish Airlines
Agency: Crispin Porter + Bogusky
Worldwide Creative Officer: Rob Reilly
Executive Creative Director: Sue Anderson
Creative Director: Hoj Jomehri
Associate Creative Director: Andy Grant
Senior Copywriter: Ryan Montani
VP/Executive Integrated Producer: Sloan Schroeder
Executive Art Director: Rebecca O'Neill
EVP/President (London): Darin Brown
Account Directors: Genevieve Sexton, Jenn Cook
Content Managers: Dana Fors, Alicia Arnold
Director of Business Development: Kyla Jacobs
Executive Business Manager: Lindsay Wakabayashi
Senior Business Affairs Manager: Rebecca Williams
Group Director, Planning: Teresa Harris
Project Manager: Lindsay Noyes
Production Company: HSI
Director: Joseph Kahn
DP: Christoopher Probst
Head of Production: Doron Kauper
Executive Producer: Kim Dellara
Producer: Richard Weager
Photographer: Michael Muller
Editorial: Lost Planet
Editor: Hank Corwin
Asssistant Editor: Federico Brusilovsky
Editorial Executive Producer: Gary Ward
Post Production: Eight VFX
Post EP: Baptiste Andrieux
VFX Supervisor: Phillip Eneno
Colorist: Beau Leon, Company 3
Audio Post: Richard Devine, Atlanta
Audio Mix: Lime Studios
Audio Engineer: Mark Meyheus
Assistant Audio Engineer: Matt Miller
Music: Beacon Street Studios
Music EP: Leslie Dilullo
Composers: Andrew Feltenstein, John Nau
Charles Salice
President / Managing Partner
Supply & Demand
o: 212.655.6555
Contact Charles via email
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Doe-Anderson President and Chief Creative Officer Leyla Touma Dailey, who first met Newton when they were both based in Chicago, commented, “Marianne has been an incredible asset on many of our projects, including our work for Maker’s Mark and the Georgia Aquarium. Having her officially join us full-time feels like she’s coming home. Her energy and expertise make her an amazing fit for our thriving culture at Doe-Anderson.”
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