THE (GLASS) ELEVATOR PITCH
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 this idea to the 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 4 million views on YouTube and the story was picked up on major news networks across the country.
*Update - The video has reached over 10 million views and was selected as a 2018 Webbys Honoree in the Viral Video category.
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