If you make more than a hundred videos in five days, you’re either nuts—or you’re working on a Jack in the Box campaign.
Our latest effort for the quick-serve restaurant chain was an exercise in creative agility, range and, well… exhaustion. After battling through a few rounds of concepts, we landed on one that simply felt right—we’d celebrate Jack’s Go Big Or Go Hungry campaign with 101 Ways To Go Big. And we’d do it with Vines.
We like to think that we know what’s happening in the world. I downloaded Vine on the day it dropped (high-five me!). I made a bunch of them on my own. Six seconds of loopy goodness. This couldn’t be too hard. But, wow. One hundred and one. More than ten total minutes of purposefully lo-fi video. Now that’s a challenge worth tackling.
So, we got after it. We dreamed up what felt like a million ideas. And with a guerilla crew (director, stylist, producer, art director, assistant/gaffer/superhero), we started shooting. Early on, we realized the obvious: this isn’t easy. Each Vine is a complicated single-take execution. Multiple shots, but one take. Screw up one tiny detail and you’re starting over.
What else did we learn? Stop motion is fun. Jack’s Big Stack™ is still delicious after two days of shooting. The Really Big Chicken Sandwiches are really big. Sound effects make a huge difference. Tri-pods are lifesavers. The new ghosting feature is awesome. Always have someone double-check your caption for typos before you post (no editing in Vine). Sometimes you put yourself in a Vine (and immediately regret it). Tapping into the blossoming Vine comedy community can take your ideas to another level. Werewolves are always funny. And, well, making more than a hundred videos in five days is just as crazy and incredible as it sounds.
Now, for your viewing pleasure, watch all 101.