In many ways, the Fyre Festival disaster still feels like a collective fever dream. Were scores of Instagram influencers really stranded on an island with little more than cheese sandwiches and their unmitigated rage? Wait, Ja Rule was involved? How did one of the most luxurious experiences this world had yet to see devolve into chaos so thoroughly?
If you were one of the many people who devoured either of the two competing Fyre Festival documentaries on Hulu and Netflix, you at least have a better grasp of the faulty (or, perhaps, absent) business plan that led to the festival’s demise.
If you possess even a shred of marketing acumen, the sheer production of the preliminary advertising might have come as a bit of shock. The cost of travel for all of those models alone had to have set them back an outrageous amount.
The thought didn’t escape Shutterstock. With a little help from NYC agency DiMassimo Goldstein and pulling from its own massive library of clips, imagery and music, Shutterstock took on the challenge of reimagining the now legendary and notorious promotional video of a certain “overhyped festival,” cute island pigs and all.
“After watching the Fyre documentary and getting a better understanding of what it took to create the first trailer, we knew we could create the same thing much cheaper and from our desks,” says Shutterstock CMO Lou Weiss, “so we decided to have some fun and do it.”
The 30-second spot, “Be On Fyre,” is an extension of Shuttershock’s new “It’s Not Stock, It’s Shutterstock” campaign. Aiming to simultaneously inspire creativity and highlight the depth of its collection, “Be On Fyre” is a hilarious example of how any project is possible with the right resources and inspiration. The final product is almost indistinguishable from the original work, and they didn’t have to inconvenience a whole island of people and animals in the process. It’s a win all around.
The most impressive part? The entire spot was rendered in less than a day for less than $2,100, a tiny fraction of what Billy McFarland and his cohorts spent to advertise an event that never really happened.
For comparison, here’s a look back at the original Fyre Festival promotional video: