Creativity

Kmart: Halloween

Dancing through 150 costumes

Published on Oct 22, 2012

Editor's Pick

Kmart and DraftFCB enlist dancer Monternez "Monty" Rezell to show off the retailer's huge Halloween costume selection in a dizzying video that gets the job done -- and breaks a world record too.

Rezell dances his way through 150 costume changes in six hours and five minutes, breaking the Guinness World Record for most costume changes.

Each Halloween costume, being what it is, has about three parts at least, and Rezell (who is part of hip-hop duo Stick and Move in Chicago,) had to get into each one without assistance and stay in it for at least five seconds.

The agency also invited mommy bloggers to the site where Rezell was doing his thing, to watch live. Hashtag #Kmartworldrecord was also used to engage on social media.

A great music track -- "Like Wolves" by David Condos -- lends an air of hip gravitas to what could have ended up looking like a large-scale version of Anne Hathaway's Oscars shtick and helps make this a pretty beautiful film and a great way to product demo.

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About

Credits

Date
Oct 22, 2012
Agency:
Draft FCB Chicago
Chief Creative Officer:
Todd Tilford
Client:
Kmart
SVP Creative:
Elke Dobrowolski
SVP Creative:
Howard Ronay
VP/Creative Director:
Sean Burns
SVP/Director of Content:
Brian Cooper
Group Exec Producer:
Chris Bing
Producer:
Jeffrey Piper
Post Prod:
Inside Job
Senior Producer:
Celena Mossell
Editor:
Ben Flaherty
Director:
Jon Gallo
Assistant Editor:
Dave Cullen
Assistant Editor:
Justin Tvedt
EP:
Rene Steinkellner
Prod. Co.:
Fountain-Studio
Director:
Tony Gaddis
DP:
Andrew Cutraro
Producer:
Tina Moy
Editor:
Casey Stockdon
Editor:
Bryan Arnold
Camera:
The Big Freeze

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