The brief was simple : remind people that Powertape can be used in a variety of different ways.
Turns out, it's more than true! Once we started working, we quickly wrote 60-70 scripts with all sorts of wacky usages. The budget was short and we wanted to show as many usages as possible, so we made a deal with Partizan : take 20 scripts and we'll give you the freedom to produce them however you like. We didn't even go to the shoot.
Slowly, we started receiving the results from the 5 different directors. Some were wacky, others funny, others downright terrible. But one remains my absolute favourite and I still love it so many years later.
PS. Oddly enough, 4 years after the campaign was over and forgotten, one of the videos got viral and racked up more than 3 million views. Such is the mystery of the internet.