Some details
Competing against brands like Bose, JBL and more, Tribit wanted to create a commercial that would tell a relatable and powerful narrative, and convey a fun, engaging experience. They wanted me to pitch a concept that would create the feel that your world transforms once you use Tribit. The idea was to use the product in the story as the device that transforms the character',s world. It was important that there',s a strong hook
that makes you want to watch it until the end. The funnest part of the video was to create the seamless transition from the protagonist dancing in his room during the day, to have the wall fall revealing he is now at a rooftop party at night. The importance of that transition is the character development. The protagonist goes an extra step in his journey - at first he couldn',t dance, then the product gets him to dances like a pro, and finally he dances like a pro where he most wanted to - in front of people, showing off his skills.