If you’re a hard-partying, formaldehyde-guzzling zombie, Converse is the sneaker for you.
For the latest installment of the brand’s “Three Artists, One Song” music-patronage campaign, agency Anomaly brought together an unlikely troika—indie pop duo Matt and Kim, rapper Soulja Boy, and party dude Andrew W.K.—to write a Converse-backed track. The result, “I’m a Goner,” is an expansive, synth-heavy cut that’s picked up praise from music blogs—in some cases, even in spite of the collaboration’s corporate genesis.
The music video, which according to Rolling Stone first aired on MTV2 earlier this week, opens on Matt and Kim being wheeled on gurneys into a morgue—their penchant for beating the crap out of each other during rehearsals having apparently taken the ultimate toll. Once the attendant leaves, they rise from the dead, pry the musical paraphernalia from their bodies, and proceed to throw a rager with all of their Converse-clad undead neighbors.
Shot at an abandoned hospital in New Jersey with ample fake blood, the production is studded with morbid gems. Soulja Boy’s body is iced out, literally, thanks to his being stored in a meat locker. Andrew W.K. chomps on the fleshy end of a dismembered leg. Partygoers funnel embalming fluid, and get freaky in a body bag.
The branding is minimal: The undead are wearing Chuck Taylors, but a Converse credit doesn’t appear until after the video ends. Nonetheless, the irreverent, go-all-out vibe feels right in-tune with the marketer’s iconic alt status. Unfortunately, only the living buy shoes.
CREDITS
CLIENT - Converse
AGENCY - Anomaly
EXECUTIVE CREATIVE DIRECTOR/PARTNER - Mike Byrne
CREATIVE DIRECTOR - Ian Toombs
COPYWRITER - Anthony Falvo
ART DIRECTOR - Jason Nitti
SENIOR PRODUCER - Niki Polyocan
HEAD OF PRODUCTION - Andrew Loevenguth
GLOBAL BUSINESS DIRECTOR - Peter Semple
ACCOUNT DIRECTOR - Jill Ong
DIRECTOR OF BUSINESS AFFAIRS - Annemarie Cullen
PRODUCTION ASSISTANT - Connor Doherty
PRODUCTION COMPANY - Greenpoint Pictures
DIRECTOR - Rodney Ascher
DIRECTOR OF PHOTOGRAPHY - Rod Lamborn
EXECUTIVE PRODUCER - Jacob Lincoln
PRODUCTION SUPERVISOR - Willa Borderud
PRODUCER - Tatiana Rudzinski
PRODUCTION DESIGNER - Lee Whittier
COSTUME DESIGNER - Luiza Renuart
SFX MAKEUP - Jordan Bree Long
EDITORIAL AND POST - Greenpoint Pictures
EDITOR - Joe Walker
EXECUTIVE PRODUCER - Jacob Lincoln
TELECINE - Company 3, Tom Poole
TELECINE - The Mill, Fergus McCall
