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‘Be Good Johnny Weir’ promo

Agency: Absolute Post

Client: Sundance Channel

To support the launch of the US broadcaster Sundance Channel's newest series, ‘Be Good Johnny Weir’, the network designed a promo concept and secured Absolute Post and @radical.media's Matthew Rolston to create the spot.

The series follows the day-to-day exploits of U.S. National Champion skater Johnny Weir. The promo airs nationally on the Sundance Channel.

The promo begins with Johnny emerging from a Faberge egg and launching into his performance within the halls of Versailles as snow falls.

Weir continues his signature saucy act as the scene shifts to snowbound forests with frozen streams, then to lakes, and finally into an ever-brightening luminescent ‘Sun King’ room where the phenomenon skates to the camera and blows his adoring public a cheeky kiss.

Weir - decked out in his customary assortment of ostentatious costumes, ranging from Lycra diamond-studded tights and stilettos to fur capes to Weir-designed classic onesies - stands out against the Absolute-produced backdrops with the fierce energy and attitude that defines him on the ice.

The mix of glamour and lightheartedness perfectly expresses Rolston's vision of a tongue-in-cheek personification of Weir.

AJR
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