The 'luxury music festival' Fyre Festival that was founded by Billy McFarland, CEO of Fyre Media Inc, and rapper Ja Rule, had a promo video that used professional models, a private island, yacht, helicopter, and a whole camera crew among others.
Taking two days to create, the price to make the clip was estimated to be more than $160,000.
It was then promoted on social media by celebrity influencers, with socialite and model Kendall Jenner, as well as models Bella Hadid and Emily Ratajkowski. However, the organizers failed to deliver on the concept. Among other mishaps, the Fyre Festival which was meant to promote the Fyre music booking app, became an ill-fated venture.
Shutterstock is an American stock photography, stock footage, stock music, and editing tools provider. And here, it replicated Fyre Festival's marketing campaign using nothing but just 18 of its stock footage library.
And as for the cost, it was less than $5,000.
According to Shutterstock's Chief Marketing Officer Lou Wiess:
The 31-second video that is titled 'That Overhyped Festival', shows some paradise destinations, real models and even swimming pigs.
To recreate the clip, Shutterstock got some help from NYC agency DiMassimo Goldstein.
In a marketing approach, the company wants to highlight that people can access stunning clips or anything they can dream up, without blowing their budget.
The final product is almost indistinguishable from the original work, without having to do any renting or including any animals in the process.
The clip is meant to be Shutterstock's example of how any project is possible with the right resources and inspiration, created as an extension of its “It’s Not Stock, its campaign that aims to simultaneously inspire creativity and highlight the depth of its collection.
Shutterstock hosts over 200 million images, video clips and music tracks and claims to add 1.5 million more each week.
"We thought it would be a great way to show marketers and creative teams that you can truly create anything you want from our 12 million video clips, and tens of thousands of music tracks in our PremiumBeat library,” continued Weiss.