For Wild Manor's friends at it鈥檚 unanimous鈥 *NSYNC is the best 90鈥檚 boy band of all time.
鈥淚 love 鈥楤ye Bye Bye鈥 and 鈥業t's Gonna Be Me鈥 as much as the next human,鈥 said Lauren Perlow, creative director at WorkInProgress, 鈥渂ut 鈥楤ringin' da Noise鈥 is seriously underrated.鈥
Since Wild Manor obviously agree (two words: Justin Timberlake), themselves and WIP joined forces, utilising its combined memories from Pop music鈥檚 glorious era of ear-worms to create a nostalgic campaign for Mike鈥檚 Hard Lemonade.
鈥淲hen Mike's Hard Lemonade tasked us with launching their newest product that鈥檚 reminiscent of the slushy flavours of yore, we quickly fell into a web of 鈥90s nostalgia,鈥 said Lauren. 鈥淭his is where the idea of the 鈥楩reeze Factory鈥 was born. The final, magical step where all the new Mike's Hard Freeze undergoes its finishing touches鈥 sonically infused with the rhythm, dance moves, and sweet sweet voices of a 90s-era boy band. Then and only then can it be sent out to the public, where they鈥檒l be able to taste the 鈥90s.鈥
Guiding audiences to imagine that Mike鈥檚 Hard Lemonade鈥檚 new line of Freeze beverages came about in a fantastical factory provided Director Angela Kohler, , , and with their creative framework.
For the boy band inspired spot, a talented group of dancers were cast in Los Angeles and performed to the original tune of 'Be My Freeze,' composed by Butter. The second spot, also set at the 'Freeze Factory,' shows a DJ playing the early 鈥90s anthem 'Rhythm Is A Dancer' by SNAP in a simulated club scene. Once footage was captured, it was time for Wild Manor to activate in post-production.
鈥淲e love working with Wild Manor and have had a great relationship with them for years,鈥 said Lauren. 鈥淜ate Swenson was always ahead of the game, helping coordinate from edit to VFX and finishing. Our team was so excited to return to Wild Manor in-person for the first time since the pandemic started, and it couldn't have been more fun to be back together again in one room.鈥
Once editor Louis Palacios and assistant editor Ricky Baylis transformed raw footage into the final advertising campaign for Mike鈥檚 Hard Lemonade Freeze, it was time to celebrate.
鈥淚t was fun to take a trip down memory lane to re-familiarize ourselves with the time when boy bands ruled the world,鈥 said Stephen Dalton, creative director at WorkInProgress. 鈥淭he lyrics, the dance moves, the matching outfits, the frosted tips 鈥 what a time to be alive. We鈥檒l always remember the afternoon we 鈥榣ocked picture.鈥 Both Kate and Ky surprised us with a little impromptu happy hour including a cooler full of Mike鈥檚 Hard Lemonade, beer, and the best of the boy band era blasting.鈥