TRIDENT: See What Unfolds Live
A world premiere, orchestrated for 3,000 unsuspecting fans.
Trident's promise was that fun unfolds when you let it. Three thousand people showed up for a free Steve Aoki show on a random Wednesday and got Duran Duran too, premiering aremix the two had written together. 344M+ PR impressions followed.
THE CHALLENGE:
The research that won Saatchi the business showed people weren't chewing gum for their dentist. They chewed at transitions, finishing a boring spreadsheet, leaving a tense meeting, studying late. Gum was a ritual for breaking monotony, and "See What Unfolds" was the line built on it. Our job was to put that science to work and actually spark some fun.
WHERE I CAME IN:
Turned the strategy into a question. If Steve Aoki played a free show on a random Wednesday, would you come? That was the whole idea. Show up, and see what unfolds. Made the answer worth it. What unfolded was Duran Duran walking out as secret guests to perform "Hungry Like The Wolf," then Aoki debuting the collaboration the two had written together, "The New York Werewolf Mix." Aoki described it as not just remixing one of their iconic songs but rewriting it alongside the band, so every member was represented and the track could be performed live. Timed to the song's 30th anniversary, it put millennials who came for EDM in the same room as Gen X fans who grew up with the original. Skinned the entire venue. We transformed the 3,000-capacity Terminal 5 with custom stage design, interactive laser displays synced to the music, Instaprint photo stations, custom artwork, specialty cocktails, and cakes placed for Aoki's signature front-row cake-facing. Kept it going after the lights came up. An official music video released 72 hours later, a Genero.tv competition with $20,000 in prizes, and a remix that outlived the campaign, staying in Aoki's live sets long after Trident's involvement ended. Ran it end to end. David Ekholm and I concepted the campaign and carried it through every piece of the night: the immersive build, the assets, the interactive touchpoints, the stage design, the show cadence, the tech partners, and production through edit and post.
CAMPAIGN CASE STUDY
LIVE MUSIC VIDEO FOR ‘HUNGRY LIKE THE WOLF’ (STEVE AOKI VS. DURAN DURAN)
