The cast of truTV’s “South Beach Tow” were given the Hip Hop treatment when they recently starred in their own rap video to launch the hit series’ all-new season. To make the bling-loaded magic happen, truTV called on Miami-based 2C Media to execute the network’s vision—a catchy, anthem-like rap called “Tow Yo.” The idea was to tell the “South Beach Tow” story while paying homage to rap’s most classic music video scenarios, all—of course—with a comedic twist.
2C Media kicked off the production with some immediate cred, tapping veteran Hip Hop video director David Rousseau (Pitt Bull, Christina Aguilera, Lil Wayne) to do what he does best: create bona fide rap stars of the “South Beach Tow” cast in one epic performance.
The elaborate, two-day shoot, which required a hefty combination of prep and props, consisted of three different studio sets and plenty of South Beach on-location action. Beyond the heavily tricked-out South Beach Tow trucks, iconic rap video elements included an extravagant video wall cube featuring three 13x13 panels and a mirrored ceiling; impossibly expensive cars; heaps of raining money; bootylicious dancers; three wardrobe changes and flashy jewelry. 2C Media also borrowed classic rap video techniques, shooting some scenes through a fish-eye camera lens and snagging tight-focus dance sequences on a flatbed truck. There was even a cameo from former wide receiver Chad “Ochocinco” Johnson, who later tweeted the video to his more than 3.7 million Twitter followers.
“Having worked closely with truTV before, we knew we could have a lot of fun with the shoot and really deliver on the network’s vision,” said 2C Media president and executive creative director Chris Sloan. “With all the right elements in place, this one really came together, and I’m proud of our team for what they were able to pull off with a tight turnaround.”
The third season of “South Beach Tow,” which airs Wednesdays at 10 p.m. (ET/PT), only on truTV, debuted Wednesday, October 30, and its “Tow Yo” music video has generated more than half a million views on YouTube. “South Beach Tow” chronicles the unpredictable exploits of Tremont Towing, a family-run towing business in the glossy and gritty surroundings of Miami's South Beach. Catch all the face-offs and family squabbles as the Ashenoff family and their stable of larger-than-life drivers pound the city streets and deal with South Beach's craziest characters, all in the name of making a buck!
Credits:
truTV
truTV
SVP Creative Services: Andy Verderame
VP Creative Services: Jeremy Cohen
Creative Director, On Air Creative: Rick Ciaffone
Writer-Producer: Lyndsay Meabon
Editor: Chris Scolaro
Designer: Par Surasaksin
2C Media
Executive Producer: Chris Sloan
Director: David Rousseau
EIC: Fabio Arber
Producer: Ben frank
Producer: Patty Simonetta
DP: Massimo Hanozet
1st AD: David Modia
Art Director: William Pierce
