House Band

Carmax was seeking iPhone-native vertical videos for their latest campaign focused on the ease of buying a vehicle through Carmax – but our setup was a little more complicated: a 5-piece band plays music in real time while actual customers shop for cars. Teaming up with agency 72 and Sunny, we created two types of socially-native videos: Live Action and Green Screen.

The campaign involved several technical asks: simultaneously recording the band’s live performance as well as the production and talent, plus keeping the very big crew hidden so the real-life shoppers were genuinely surprised by the band serenading their Carmax buying journey, oh, and shooting the band on green screen for additional meme-able videos to feature throughout their digital platforms.

Despite the additional challenge of shooting in a 102-degree parking lot, we delivered over 30 assets with a fast turnaround that Carmax thoroughly enjoyed.