Lily Allen sings The Fear for XBOX campaign

Duración: 3:24

Lily Allen is the star of a new campaign for Xbox’s karaoke game Lips shot by director Caswell Coggins of Crossroad Films… The campaign takes the form of a TV spot and a full length new video for Allen’s track The Fear and also stars dozens upon dozens of Allen’s fans recruited to sing along in special mobile studio booths set up on UK streets, in shopping malls and nightclubs up and down the country. The campaign was the brainchild of Coggins who was approached by Global Radio to create an idea for a new multi-platform campaign by Global’s client, Xbox 360. His idea was to bring together thousands of everyday folk singing the song into a world where they appear to be singing along with Lily herself, incorporating all of the performances into a moving mosaic image.

“Its very exciting to create something that manages to retain such a genuine and uncontrived feel around it,” says Coggins of the work. “The ability to unify so many fantastic contributions from so many different and varied individuals in such a short space of time, all under one central idea and fulfilling the brief is great.”

Tom Roope of The Rumpus Room who did all the post production said: I feel we have really harnessed technology to create an exciting and engaging vehicle for the British public to really be part of the music and media that they love, creating something that is really greater than the some of its parts.”

Client: XBOX 360
Agency: UM
Production Company: Global
Director & Creative: Caswell Coggins
Technical and Creative Realization: The Rumpus Room
Producer: Phil Tidy
Post Producer: The Rumpus Room
Post Production Lead: Marcus Lyall
Software Development: Field.io
Location Film Units: Global
Offline Editor: Seb Duthy
Grade: Rushes + Marcus Lyall
Sound Post: Envy Sing With Lips website created by Real Time Content: http://www.realtimecontent.com