Pharrell Williams, ICONOCLAST and i am OTHER Entertainment announced
today the release of 'Happy,' both the official music video and the
world's first 24-hour music video. The song is prominently featured in
Universal Pictures and Illumination Entertainment's blockbuster
Despicable Me 2 and on the film's soundtrack.
The video clip was
directed by the creative duo We Are From L.A. and was filmed entirely
on Steady Cam, requiring the crew to walk nearly eight miles per day
over the course of 11 days. The production took place in Los Angeles
and more than 400 hundred extras-including many celebrities-appear in
the video.
A maverick concept, the 24-hour video is the first of
its kind. Viewers may visit 24hoursofhappy.com, where they are
automatically taken to the point in the video that the time on their
computer reflects. At the top of every hour, Williams performs for the
duration of the song, and he appears 24 times in the video. Directly
following his performance every hour, 14 unique cameos play in
four-minute intervals. Users can watch the video in real time or skip to
a different time of the day and share favorite moments on Twitter and
Facebook.
In Despicable Me 2, 'Happy' is heard during a pivotal
moment in the storyline, and he wanted to re-create that feeling with
his music video. 'Gru, the lead character who's no longer a villain,
has fallen in love and feels so much joy he literally dances through the
streets,' said Williams. 'That kind of happiness is so infectious; you
can't help but smile.' Williams calls the song his best work to date.
The
clip features celebrity appearances including two of the film's stars,
Steve Carell and Miranda Cosgrove; as well as Jamie Foxx; Tyler, The
Creator and Earl Sweatshirt from Odd Future; Jimmy Kimmel; Magic
Johnson; Kelly Osbourne; Sérgio Mendes; Ana Ortiz; Issa Rae; and Bevy
Smith, among others.
Pharrell Williams debuts 'Happy'
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