A film for the boys from down below

BELOW

http://vimeo.com/78735404

Brief

Giant's of the UK's house music scene, Subb-an and Adam Shelton are both the founders of BELOW, one of the most successful underground events North of the M25. They are also partners in One Records, one of the UK's most respected indie labels. Together with Lee McDonald (co-owner of the Rainbow Club, Birmingham) the guys asked Proper to capture the close-knit family atmosphere at the Rainbow venue during the past 10 years in a marketing film.

Approach

We chose one of their bank holiday events, allowing us to capture the early arrivals before things went underground. The location boasts three music areas; an outdoor terrace that channels Ibiza's DC10 vibe, a bar with a more eclectic soundtrack to reconnect with family and a basement to submerge oneself for a few hours. We had the opportunity to connect with party revellers in each area, record vox pops and shoot some compelling footage.

Result

The film captures the truly unique personalities and community spirit found at the BELOW bank holiday events, edited to a soundtrack of One records tracks. The film featured BELOW residents Subb-an and Adam Shelton with guests Hector, Tini and Martin Buttrich, all delivering mind bending sets. The film has become a powerful marketing asset to promote future BELOW via social platforms and direct marketing, encouraging a rapid sell-out of their NYE 2014 event.

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