One of the most viewed videos of the season is the viral “Bad Motherfucker” from Biting elbows. It’s what it’s called a “fpv” video (first person view), full of action and entertainment.

Biting Elbows – ‘Bad Motherfucker’ (Insane Office Escape 2) from Ilya Naishuller on Vimeo.

One of the first things that comes into peoples minds is: how is it done?
Nevertheless, this is not the first time a video like this has been made. Actually Nike had a very famous campaign in 2008 called “Take it to the next level”.

Before the 2010 worldcup a client wanted a e-marketing proposal to make a motivational ad for travel insurance salesmen, which compete on a salesmen worldcup to beat a budget. They had a promotion in which the more their salesman would sell over their average, the more “goals” the would score and the more percentage of commission they would receive. They made the same promotion in previous year, but the marketing and mostly the advertising part of the promotion wasn’t appealing enough for the employees. Since this year was the worldcup the proposal was to mimic a soccer ad, so our idea together with Ignacio Reartes was to re-enact the life of a salesman in a first person point of view.
This is the result.

Take it to the next level from Pablo Apiolazza on Vimeo.

The campaign was a complete success, the employees not only loved the ad but also felt motivated (you could hear the ad playing on the corridors) and the company reached its historical sales record with more than 1.5 million dollars in just a month.
Back in that day the GoPro wasn’t as popular as now, so we designed a custom rig to hold a much bigger HD camera.
The FPV Rig

That’s how we bought a motorcycle helmet and a custom plate to fix the camera on top of it, as you can see in the image. In the front the cameraman had a monitor attached to check the frame while on the side he holded a battery pack for the monitor and the camera.
What do you think about the video? Do you like this kind of storytelling?



Work Branding


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