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, we brought our 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 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