Droga5, New York creates a kid hero who "plays" guitar hero on the streets of his hometown by biking his way through a song drawn on the streets. Directed by Jaron Albertin from Smuggler.

"Droga5 and production company Smuggler created another viral video hit, this time for Activision and it's game Guitar Hero World Tour. Ostensibly, it shows a teenage kid paying homage to the game by recreating it on the streets of his home town. Speculation abounded as to whether the film was really pulled off by kids. Directed by Jaron Albertin, the video topped over 850,000 hits on Youtube over 48 hours and been featured on hundreds of blogs."

Client: Activision
Agency: Droga5, New York
Production Company: Smuggler
Director : Jaron Albertin
Ross Richardson (DoP)
David Droga (Chief Creative Officer)
Ted Royer (Executive Creative Director)
Isaac Silverglate (Copywriter)
Jeff Anderson (Art Director)
Dana May (Agency Producer)
Stephanie Scire (Producer)
Patrick Milling Smith/Brian Carmody (Executive Producer)

Director of Digital Services: Craig Batzofin
Sr. Digital Producer: Sandra Nam

Head of Production: Laura Thoel

Editorial Co: PS260
Editor: Dustin Stevens

Telecine: CO3 NY
Colorist: Tim Masick

Sound: Sound Lounge
Sound Design: Marshall Grupp/Phan Visutyothapibal
Mixers: Philip Loeb/Evan Mangiamele

Creative Director/Lead CG Artist: Aron Hjartarson
CG Supervisor: Christopher “Pink” Bonnstetter
Animation Supervisor: Matt Hackett
Lead Compositor: Tom McCullough
VFX Producer: Mariya Shikher
Head of Production: D. Todd Davidovich
On Set VFX Supervisors: Seb Caudron/Felix Urquiza
On Set VFX Producer: Chandra Irving
On Set Head of Production: Leighton Greer
Executive Producer: Helen Hughes


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.