Kmart, DraftFCB Create a Haunting, Visually-Stunning Halloween Spot

By Bob Marshall 

It’s always wonderful when brands (and agencies) totally surprise you. That’s the way I felt upon viewing Kmart’s and DraftFCB Chicago’s “Halloween Costume Challenge,” a dark, Matrix-esque new seasonal spot starring dancer Monternez “Monty” Rezel of America’s Got Talent.

In the parking lot of a Kmart store on Chicago’s northwest side (the Addison and Kimball location for those familiar), Rezel set a Guinness World Record by going through 150 costume changes in just over six hours filming this spot. Set to David Condos’ song “Like Wolves,” the spot freezes Rezel in midair during his dance, with a circle of cameras capturing his moves in 360-degree glory.


For those social mediaites out there (we know you’re out there), the live-stream of the event garnered 148 mentions, 33 retweets and 453,000 impressions. Alright, so those metrics aren’t that amazing (because I wasn’t invited and no one watches live-streams unless someone is breaking the speed of sound), but the end product is. And, really, when you have a spot this good, that’s all that matters. Credits after the jump.

Agency: Draftfcb Chicago

Todd Tilford – Chief Creative Officer

Elke Dobrowolski- SVP, Creative Director

Howie Ronay- SVP, Creative Director

Sean Burns- VP, Creative Director

Brian Cooper – SVP, Director of Content

Chris Bing – SVP, Group Executive Producer

Jeffrey Piper – Producer

Kelly Graves- SVP, Group Management Director

Kiska Howell- Account Director

Alexandra Haake- Account Executive

Mallory Beausir- Assistant Account Executive

Vanessa Torres, Social Platforms Community Manager

Janneke Van Geuns, Associate Director, Customer Intelligence

Post Production: Inside Job

Celena Mossell – Senior Producer

Ben Flaherty

– Editor

Jon Gallo – Director, Motion Design

Dave Cullen & Justin Tvedt – Assistant Editors

Rene Steinkellner – Executive Producer

Production: Fountain-Studio

Tony Gaddis – Director

Andrew Cutraro – Director of Photography

Tina Moy – Producer

Casey Stockdon and Bryan Arnold – Editors

Big Freeze – Camera