Discover the latest Pandora campaign: All New. All Improved. All You
Pandora has rolled out its most substantial update in years, initially announced in October, to all users.
The update focuses on enhanced discovery, better personalization, and more on-demand music and podcasts + unique programming across all tiers including free/ad-supported; Pandora Plus; Pandora Premium. Already, more than 2X users are engaging with “For You” than the traditional Browse feature it replaces.
Alongside this update, Pandora has launched its most ambitious brand campaign yet — a sweeping, multi-channel national campaign weaving music with cheeky humor & celebrating Pandora listeners in their everyday lives like cooking, working around the house, and commuting, with the narrative that "life is better with sound on."
“This campaign is all about showing our listeners that Pandora is still the service they know and love, but it looks and feels a whole lot different — a whole lot better. The product is at the center, and we are highlighting the personalized, on-demand content Pandora users want, but may not know we have,” said Brad Minor, VP of Brand Marketing, Creative & Communications at Pandora. “We’re celebrating our listeners in their everyday lives and demonstrating how Pandora has the unique ability to transform each moment by adding the exact right soundtrack at the exact right time.”
The infectious new spots feature the creative comedic direction of Tool of North America’s Paul Briganti with the nimble editing of Spot Welders’ Catherine Bull, and the vibrant coloring work of Shipping + Handling’s Matthew Schwab.
"This project was so much fun to work on," shared Spot Welders editor Catherine Bull. "The director, Paul Briganti, doesn't come from a traditional commercial background--he makes all the digital shorts for SNL so he is used to a ridiculously fast schedule and all the constraints that come with that. For this Pandora campaign, they shot all three spots in one day--bonkers by commercial standards--so there wasn't a ton of footage but the production was so nimble and efficient, they were able to get exactly what they needed for each spot. And these spots really hang on the performances and the humor and grace of the choreography. They did such a good job with all that, that the editing was truly a joy. I loved working with Paul, with such great actors, such great choreography and of course the music. When you're cutting a spot to music, you listen to the track a billion times, and it is a testament to these artists that I never ever got sick of the songs. Each night I would wake up with a different one playing in my head, and it always made me smile."
SHIPPING + HANDLING's Casey Price, who served as Creative Director/VFX Supervisor on the project, was on set for the 16 hour shoot day and added, "The production was a smooth running operation thanks to the preparations of director Paul Briganti and DP Wyatt Troll. The major challenge of this shoot was how to light and create the transformation look in the Van Nuys FlyAway terminal, which is essentially a large bus station with a huge ceiling and glass walls. There were quite a few restrictions with the location in terms of where we could put lights and there was a limited opportunity to add atmosphere. We were able to assist in creating the director/agency’s vision by augmenting the lighting with selective color grading and well as lens flares and smoke. It definitely ended up looking much more stylized and magic than an average Tuesday night in Van Nuys.
We also made a mess of that kitchen for the "Morning" spot. If the dance scene in there seemed like it was lots of fun,that's because it truly was. I was worried that the dancer was going to slip or bump into something in those close quarters, but she was a pro and never missed a step. We helped elevate the scene by adding flames to the stove stop and lighting effects. Neighbors also really enjoyed the front yard antics and maybe found a new way to spice up their chores watching us film the lawnmower scene in "Afternoon." The actor was really good at dancing and was able to ride a lawnmower being pulled by the entire art department, which we had to remove in post."
The spots are currently airing nationally, featuring traditional elements across TV, OOH, and digital as well as incredible, large-scale experiential events and activations, including a live-streamed Halsey concert on 12/10 that will transform Times Square into a massive silent disco.