Barbiere Barbers & Frank Keane Mini – ‘The Italian Job’ PR Stunt Launch Video 2017

[Concepted X Storyboarded x Shot x Edited]

Six hours, three minis, one barbers. This was the launch video for a huge campaign I co-concepted and co-produced with a talented colleague and friend Joe Roche. On a budget of €1000, we shot a launch video, branded up 3 minis, dressed and prepped 3 drivers and created a litany of sponsored social content and PR releases. The mechanic was simple; Need a haircut? Post a photo of your dodgy do on social media and tag Barbiere & Frank Keane. Customers who engaged would be collected by one of our branded Mini fleet and whizzed over to the Barbers for a master haircut and full treatment. They would then be whisked back to work via the Mini’s, looking fresh and ready for the day. We generated enormous digital attention, which drove up both clients online presence significantly. Barbiere’s Twitter & Facebook followings increased by over 700% collectively and furthermore, Frank Keane’s social post engagement increased by 31%.

I produced this video piece posted below for the launch of the ‘Italian Job’ campaign for Barbiere and Frank Keane Mini. We idealised visions of old Mini Coopers driving through the countryside to Quincy Jones soundtrack for the original Italian Job movie, on route to get a cut. Through various storyboards, moodboards and rationales that I created, my partner Joe and I agreed on a concept with the client for the video. We executed a video with the style and character of our initial vision, whilst executing the brief at hand and informing potential customers of the upcoming event/PR stunt. I shot and edited the video alongside the help of Director Paul Campbell who came on board for the video aspect of the project. When finished and released, the work got incredible reach and was shared multiple times across various platforms with several online press coverage pieces written.