NMR friend Jon M. Chu adds more movement to the often-staid business meeting in his latest viral ad for the Microsoft Surface tablet titled “The Vibe.”
Some of the talent he brings to this one-minute ad includes new media dancer and filmmaker Daniel “Cloud” Campos and Canadian beatbox sensation KRNFX, who recently made an appearance in Walk Off The Earth’s cover of “I Knew You Were Trouble.”
Today, we had the opportunity to catch up with Chu on all the work it took to make this commercial and more.
How did you guys collaborate on this Microsoft Surface ad?
Jon M. Chu: Microsoft and their secret Surface ad team came to me after the success of our “Movement” commercial last year and said they wanted to do a sequel, but this time they wanted to continue the story and introduce their new SURFACE PRO. I thought it was a great idea to take the story where we left off and move it forward. How often do you get that opportunity?! I knew we had to make it bigger and better than last time, and we needed it to be different as well. It needed to be as innovative and interesting as the Surface Pro itself. They said we wanted to focus on the USB port, the POWER, the SPEED, the SOLID BUILD and the STYLUS in this one so we really put our choreographers and dancers to the test. It turned out to be a great collaboration. And we realized in order to really make this different we needed to give a different feel to the music as well. So we called up our friends at the Bangerz (who make the Jabbawockeez beats) and asked them to redo their last iconic Surface anthem and bring it to another level. As we started to talk, there was a video online that was blowing up of KRNFX (aka Terry Im) who was performing “Trouble” with an accapella group. It was super awesome, and when we looked Terry up we found a piece he did with Mike Song (who I’ve worked with) so I literally hit up Mike on Facebook and asked him to introduce me. He did, and we told Microsoft in order to do this commercial we’re gonna need to get Terry on board to give that RAW, ORGANIC, POWER into the fabric of the ad. When they saw his videos they agreed, and the rest is history.