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The campaign, created by BBDO New York, launches with a 30-second TV spot that features a cast of nighttime archetypes, ranging from the “Brave Shirts,” the guys in the group with the confidence to wear the boldest fashion statements, the “Last Train Sprinters” who maximize the night by staying out until the minute the last train departs for home, to the “Glow Gals” (known as “Screen Queens” outside of the U.S.) whose faces are illuminated by the glow of their phone screens, from which they’re posting all night long. Directed by Academy Award-winning screenwriter, director, and producer, Michel Gondry, who is best known for his work on Eternal Sunshine of the Spotless Mind, the spot is shot from the point-of-view of a taxi passenger. It takes the viewer on an immersive journey through an exciting night out, encountering the unique cast of characters along the way, presented in the inventive visual style and whimsy for which Gondry is best known.

Released: September 2016
Creative Agency: BBDO New York
Production Company: Partizan
Producer: Raffi Adlan
Director: Michel Gondry

Director of Photography: Shawn Kim
Production Designer: Maxwell Orgell
Production Service: LIFT
Music: Soundtree -“Night Creatures”