The Big Meeting

Agency: Brand New School


Slack’s new features come to life with song and dance in “The Big Meeting,” an eye-popping comedic musical that charmingly illustrates how the popular workplace communications platform makes productivity easier. Brand New School developed the creative concept by working directly with the brand, rooting the creative in Slack’s specific goals and brand identity while taking ambitious creative swings.

In the film, directed and co-written by Brand New School’s Chris Dooley, a sales team uses Slack to prepare for a customer meeting, and a central character insists on making it a big production - literally - lyrically calling for fancy graphs, searching through files and emails, and gathering the stats - and sparkling water - he believes will make the meeting successful. Meanwhile, his co-workers use Slack’s tools and features to get work done, with the film coming to a close as the lead realizes that all he needs is Slack.

Dooley says of the collaboration, “We’ve been working directly with Slack for about three years, so we have a deeply personal insight into the platform, the wonderful people running it, and their priorities. When they said they wanted to focus on productivity, we identified early on that there is a misconception that peak productivity requires non-stop work. Based on this insight, we pitched a musical that playfully illustrates the fallacy of constant work leading to optimal productivity, and Slack was on board with it; it represented the tone, voice, and strategy everyone wanted.”

Emphasizing automation, knowledge, and collaboration, the spot is set to increase Slack’s salience across a broader range of product features. Breaking free from its misassociation as just a direct message tool, Slack is the AI-powered productivity platform. The bold film resolves the mistaken belief that peak productivity means non-stop work. Rather, Slack enables a more pleasant way to accelerate productivity to propel businesses forward without the extraneous fuss. Tying into this message, the tagline “productivity without the big production” cinches off the commercial as a punchline with a point.

“Brand New School are exceptional creative partners whose breadth and depth of creativity and production capabilities know no bounds," says Colin McRae, VP of Global Brand Marketing & Creative Strategy at Slack. "With 'The Big Meeting,' we wanted to showcase Slack's latest innovations, enabling effortless productivity in a delightfully unexpected way. This clever musical film playfully brings to life how features like automation, search, and integrations reduce busywork while improving team collaboration - all through a whimsical spirit true to Slack.”

This professional campaign titled 'The Big Meeting' was published in United States in January, 2024. It was created for the brand: Slack, by ad agency: Brand New School. This Digital and Direct media campaign is related to the Electronics, Technology, Office Equipment, and Professional Services industries and contains 1 media asset. It was submitted 4 months ago.


Brand New School Team

Director & Executive Creative Director: Chris Dooley
Cinematographer: Olmo Sobrino Carrasco
Writers: Dave Muhlenfeld & Chris Dooley
Choreographer: Emma Evelein
Cast: Tice Oakfield, Carolina Oliveira, Eddie Blackwell, Daiana Kosower, Daniel Buko, Shira Nimaga
Dancers: Shawnee Arvelo, Staniel Ferreira, Julia Kayser, Héctor Puigdomenech, Joel Mesa, Violeta Wulff
“The Big Meeting” Lyrics & Script: Dave Muhlenfeld & Chris Dooley
Original Music & Audio Post: Squeak E. Clean
Colorist: Maria Nualart
Production Designer: Ariel Santiago
On Set VFX Sup: Ivan Garriga
Designers: Jean-Michel Verbeeck
Illustrators: Phoebe Hsu
Animation Director: Gerald Mark Soto
2D Animators: Oliver Wee, Anthony Kim
CG Director: Russ Wootton
3D Artists: Chris Foster
Head of VFX: Blake Huber
Compositors: Mark French, Rachel Rardin
Storyboard Artist: Hugh Keenan
Editor: Brad Turner
Assistant Editor: Ryan Rigley
Post Producer: Brendan Mills
Executive Producer: Garret Braren
CCO: Jonathan Notaro
Managing Partner: Devin Brook
Line Producer: David Wolfson

Slack Team

VP, Global Brand Marketing & Creative Strategy: Colin McRae
Senior Director, Global Brand Marketing Strategy: Kirk Landgraf
Senior Brand Marketing Manager: Rob Klein
Senior Design Manager: Jennifer Tan
Senior Copywriter: Brandon Wells
Senior Brand Designer: Marcos Calamato
Creative Director / Copywriter: Eva McEnrue
Director, Film & Video: Adam Hobbs
Director, Integrated Production: Allie (Sherratt) Toltzman
Creative Integrated Producer: Lauren Baker
Tatiana Shchekina - Senior Animator, Motion Graphics

Squeak E Clean Team

Original Music & Audio Post: Squeak E Clean
Executive Creative Producer: Jennie Armon
Creative Director / Composer: Julie B. Nichols
Vocals: Tice Oakfield, Julie B. Nichols & Angelina Phengphong
Sound Design and Mix: Chris Nungary, Surachai Sutthisasanakul
Lead Producer: Anna Garcia Lascurain
Senior Post Producer: Angelina Phengphong


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