ZEROES
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Midnight Belongs to Us
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ZEROES • Midnight Belongs to Us •
CREATIVE
direction
This campaign needed to feel alive. Fun. Effortless. Like a night that just unfolded naturally. We wanted to celebrate the hometown spirit of Zeroes while creating something that felt aspirational and youthful. The story centered around a serendipitous night out: two groups of friends, unknowingly next door to each other, eventually crossing paths. That connection was the heart of the film. It had to feel real but still elevated.
To do that, we hand picked influencers who aligned with the brand’s goals and brought real personality to the screen. We shot the entire piece using VistaVision with anamorphic lenses to give it cinematic character. Two different handheld styles told the story from each location. The women’s scenes were fluid and rhythmic, shot like a dance. The men’s scenes were rougher, with grit and mood. The contrast made the moment they came together feel earned. This was the brand's Southern roots in full color. Cool tones and poppy light for the girls, warm tones and hard shadows for the guys.
VISUAL
direction
Shot entirely on VistaVision with anamorphic lenses to bring a sense of scale, texture, and emotional range. Every frame was handheld but intentional. The dance club scenes flowed with smooth, graceful movement to match the energy of the women’s night out. The pool hall scenes were grounded and rugged, with a tactile realism that made you feel the sweat, smoke, and laughter. Color grading was used to separate the two worlds: cool, vibrant tones for the dance bar and warm, rich hues for the pool hall. Lighting was practical and motivated by real world sources. This duality created the heartbeat of the film. The story was always leading to the moment these worlds collided.
IMPACT
This became Zeroes’ most viewed commercial to date. It aired nationwide in the lead up to St. Patrick’s Day, generating immediate attention, but the real growth happened online. By having a strong strategic creative plan, we avoided traditional paid ads and we allowed the campaign to scale organically. Engagement poured in from a younger, more diverse audience. People didn’t just watch it. They saw themselves in it.
This spot helped reposition Zeroes from a local name to a national brand. It proved that a product rooted in purpose and authenticity could hold its own in the mainstream. For the team behind the brand, it was more than a campaign. It was a new chapter.