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Creative

'Catch A Break' with This Superhuman Happiness Interactive Music Vid

72andSunny's 72U heads to craigslist to capture life's up & downs

'Catch A Break' with This Superhuman Happiness Interactive Music Vid

All of your life—heartbreak, happiness and surplus appliances—can be contained in a message board like Craiglist. That’s what 72andSunny’s 72U attempts to depict in “Catch a Break,” a new interactive music video for rising NYC music stars Superhuman Happiness. Click here to try it for yourself.

Superhuman Happiness, founded by multi-instrumentalist and songwriter (and Arcade Fire sideman) Stuart Bogie, wanted to create a video that captures the human experience. 72U, a creative residency within 72andSunny, hit upon message boards as a cross-section of humanity. The result is a Craigslist-ish faux public message board embedded with 150 human moments that depict life’s up and downs.

A performance by vocalist Andrea Diaz forms the central thread of the experience, but the links lead to the human moments. Viewers are encouraged to explore the message board and discover the detritus of a failed romance, such as a turntable that’s useless because the ex took all the records, or a desperate attempt to find a new roommate to help with the rent.

72U, which includes seven makers from disciplines outside the ad industry, built the interactive experience and produced the video for less than $1000. The interactive experience was created for Google Chrome using web technologies like HTML/CSS, Java Script and JQuery.


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Client

Advertiser: Superhuman Happiness

Offline

Editor: Jeremy Eichenbaum

Creative Agency

Creative Agency: 72andSunny

Chief Creative Officer: Glenn Cole, John Boiler,

Copywriter: Oliveros, Justman, Pietrzyk, Petrokubi, Wiley, Kaundart, Fisher

Creative Technologist: Tim Grover

Designer: Amber Pietrzyk

Executive Producer: Maria Scileppi

Head of TV / Production: Tom Dunlap

Producer: Karen Oliveros,

Strategy Director: Matt Jarvis

Category: Music video , Short films

Genre: Music & Sound Design , Music performance