Michael Jackson "Hold My Hand"

Client: Sony
Project Type: BTS / Editorial / Online Promo / Broadcast Production

We approached this project with the goal of transcending the typical limitations inherent to BTS production and worthy of honoring the memory of one of the greatest artists of all time. We shot quite a bit of content outside the scope of the music video production, including his star on the Walk Of Fame and his actual possessions in the care of Julian’s Auctions in Beverly Hills. We used interviews with Akon and Mark to bring the viewers along on the journey and created an end tag that Sony also used as a stand-alone online promo. This piece was expanded and broadcast as the half-hour lead-in to the world premiere of the “Hold My Hand” music video on BET.