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A&E Hammertime Viral Video Directed by Marc Klasfeld Launches
A&E Hammertime viral video, directed by Marc Klasfeld, Rockhard Films, launches to celebrate A&E’s new MC Hammer reality show titled Hammertime.
By: Richter10.2 - Jeannine Dowdell
“A&E approached me to come up with a viral idea for Hammertime that would show Hammer is back. I thought it would be funny to contrast the hipster skinny leg jeans that are in style today with the parachute baggy look of Hammer pants of the 90s. So we planned to have a big crowd of people in Hammer pants flashmob an unsuspecting jeans store in full MC Hammer style,” said Marc Klasfeld, award-winning director and founder of Rockhard Films.
“I brought in a great choreographer, Kishaya Dudley (Gwen Stefani "Hollaback Girl"), who choreographed the dance and worked with our diverse crowd of 60 before the filming. We were looking for real people of all ages and types. At the auditions, we got some great dancers but we also got some whack jobs. It was pretty hilarious. We rehearsed with our dancers for 2 days and planned the flashmob with our cameramen for maximum surprise. There were a lot of nerves prior to doing it, but it was amazing to stand there and watch customers in the store who had no idea the mob was about to hit. And when it finally hit, their reactions were priceless,” concludes Klasfeld.
The A&E Hammertime viral video is another in a long list of innovative clips by director Marc Klasfeld, which includes such names as Jay-Z, Foo Fighters, Sum 41 as well as Smirnoff's Tea Party campaign.
Hammertime debuts Sunday, June 14 at 10 PM on the A&E Channel. The reality show follows the iconic rapper and dancer MC Hammer, his wife Stephanie, of 23 years, and their 6 children: A’Keiba, 21; Jamaris, 18; Sarah, 15; Stanley Jr., 13; Jeremiah, 10; and Samuel, 4. For more information visit http://www.aetv.com/
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The A&E Hammertime (http://www.youtube.com/