To celebrate #808day Origin Workshop released the original Roland TR-808 advert to the world, dug out from the box labelled '1980' in the archive of now retired ad man, Karl Charles.
Ok, so maybe that's not entirely true but it certainly had the internet guessing for a while.
The truth is, as far as anyone is aware, the Roland TR-808 never had an advert when it was released back in 1980. After working on the upcoming 808 documentary, the film's Director Alexander Dunn and Co-Producer Matthew Jarman (now Origin Workshop) were a bit smitten by the machine and thought it deserved one. In the spirit of nostalgia, they set about creating the original Roland TR-808 advert.
The idea was to create and seed an advert online, treating it as if it was unearthed from the depths of Karl Charles’s archives, just in time for 808 day. Now, if you don’t know anything about 808 day here it is…
Every year on the 8th of August the day is now dedicated to the celebration of the revered Roland TR-808 drum machine by a dedicated community of music and tech lovers worldwide.
Loving the concept of 808 day, we wanted to create something unique and shareable under the #808day banner across social media. Something that could generate a discussion online and give something back to the TR-808’s fanbase.
And it worked! It picked up huge traction on #808day. It was talked about by loads of online publications including Vice’s ‘Thump’ and Music Radar (Future Music) and was seeded in multiple social channels. In four days alone it had racked up in excess of 700,000 views.
See the advert in it's full retro glory!
AN ORIGIN WORKSHOP PRODUCTION
Directed by ALEXANDER DUNN
Produced by MATTHEW JARMAN
Cinematography - TANSY SIMPSON
Post production - ALEXANDER DUNN
JONTY FINN as 808 GUY
Original score / Music - SAM BURDEN
Studio provided by TOM BARNES
Equipment - VMI / SAM BURDEN
3D Model - VDP DESIGN
Press - JONNY STANTON
Haze machine provided by - TOM WORRALL at bearsoundservices.com
Thanks to JAMIE FRANKLIN & MARTYN HOPKINS at ROLAND UK, ALEX BENNY, LIAM THOMPSON, STUART NEATE
© Origin Workshop 2016, All Rights Reserved
808 is the definitive story of the iconic Roland TR-808 Drum Machine and how it changed the world of music forever, by accident.
The 808 was a driving force in the development of hip hop, pop, electro, house, drum and bass and so many more genres... and, despite only 12,000 units being made between it's introduction in 1980 and it's untimely demise just three years later, it continues to influence music today, heard in chart topping beats across the world.
Featuring appearances from the likes of Pharell Williams, Phil Collins, Afrika Bambaataa, Beastie Boys, Damon Albarn, David Guetta, Fatboy Slim, Goldie, New Order, Rick Rubin, Questlove, Armand Van Helden and many more, 808 delves into the experiences of the artists and producers who stumbled upon it used it, experimented with it and created iconic music with its unique sounds.
The 808 has headed many musical movements, and the film reveals the stories and experiences of the artists at the forefront of those movements whilst plotting the story of the 808's influence. And, of course, the music plays a huge part in the film offering a fantastic soundtrack to the contributors experiences.
Filmed on location in London, Miami, New York, Los Angeles, Belgium and Finland.
Credits - Director // Producer // Editor
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Production Company: You Know Films
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