2018 Webby Honoree - Viral Video
The iconic glass cube at the 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 happens to be a subway station elevator that suspiciously looks like the famous glass Apple cube.
We brought this idea to Improv Everywhere and with their help, opened a Fake Apple Store at the 23rd Street Subway. We got 50 actors to form a line outside of the elevator, mimicking a huge iPhone release and recorded people's reactions.
In less than a week the video spread online and on news stations, with over 10 Million views.
Created by: Maggie McClurken, Deanna Director, and Josh Berger
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