Yesterday Charmin transformed the Hard Rock Cafe in Times Square New York into the “Soft Rocks! Cafe” for an event promoting it’s latest pillow soft technology. (Because softness-especially from toilet paper-counts!)
To top off the message, Kenny G partnered with Charmin to perform at this event stating “I am excited to partner with Charmin to help people add more softness into every aspect of their daily lives.”
The event was beyond fun, totally campy (it’s toilet paper), and a huge success! I was hired to capture it from beginning to end. This included getting time lapse footage of the stage being built. The structure was an additional 2 stories on top of the single story marquee of the Landmark Paramount Theatre which the Hard Rock occupies. The build took place in the middle of the night on Sunday and Monday, over 10 hours of construction for this “impromtu” concert is shown here in this VERY rough version of our time lapse:
Here are some stills of the build out and the big event!
This was my terrifying transporter that brought me to top of the streetlight on 43rd and Broadway to mount my GoPro.
It’s no problem if your facing the wrong way to get into position, you just flip the cart around by swinging out over traffic in the middle of Times Square. If only my gloves weren’t on you could see how white might knuckles were!!!!
This is Roger Desmond and I turning the camera on before mounting. He and Brent Nyland were awesome partners in making this happen. There were times when my arms were too short or I thought I might puke so they tied, taped and held a hand (or a leg) during a long reach out.
Here is my everyday hero John Pasquale, removing my camera at 6 am on the first night so I could go home early and get some zzzzzzzzz’s.
View from the ground as the massive foundation platform is lifted up and over the marquee by the crane.
Ta-da!!! The Hard Rock as the Soft Rocks is complete with Kenny G on top in the rain entertaining the masses!
We then moved inside for a private concert on the giant toilet paper roll! So cool.
The End. It took a lot of hours and a lot of people but this job rocked. Softly. Very Softly.