The iconic Apple Store on Fifth Avenue is closed for renovations, so we found a doppelgänger location to host the launch of the latest iPhone. It just so happened to be a Subway station elevator. That suspiciously looked like the famous glass Apple Store cube. 

To help bring this to life, I brought the idea to stunt-based comedy group Improv Everywhere and got 50+ actors to form a really long line outside of the elevator, mimicking a huge iPhone release. 

In under a week, the video received over 5 million views on YouTube and the story was picked up on major news networks across the country. The video currently has over 11 million views.

2018 Webby Honoree - Viral Video

PRESS:

MacRumors
9GAG
Gothamist
HYPEBEAST
Laughing Squid
Boing Boing

CREDITS:

Idea by: Deanna Director
Created by:  Deanna Director, Maggie McClurken
Directed by: Charlie Todd
Executive Producers: Alan Aisenberg, Justin Ayers, Juan Cocuy, Andrew Soltys, and Charlie Todd
Music by: Tyler Walker
Director of Photography: Justin Ayers
Editor: Carina Jollie
Production Manager: Isabel Lopez
Art Director: Heather Yancey
Production Sound Mixer: Alan Kudan
Camera Operators: Sarah Charlee Harrison, Keith Haskel, Christian Mortensen, Andrew Soltys
Still Photography: Arin Sang-urai
Production Assistant: Jason Kasman