Beast Edits and Directs a Six-Week Viral Campaign for Western Union


Last Updated: January 7, 2012 12:06 am GMT
(January 7, 2012) Beast, one of the nation’s top editorial houses and a subsidiary of Deluxe® Entertainment Services Group Inc., has completed directing and editorial work for Western Union, via agency 180 Amsterdam, to promote World of Betters, a six-week viral campaign that asks the question “what would you do with $1,000 to make someone’s day better?” Western Union partnered with global mega stars and music icons such as Alicia Keys, John Legend, K’naan, Sunidhi Chauhan and Pitbull to host live ‘better’ events around the world to spread a little happiness across the world and show how Western Union moves money for better.

A massive undertaking, the six-week campaign visited New York, Mumbai, Paris, Johannesburg and Miami. Each celebrity hosted a livestream in a different city.

Talented Beast Los Angeles editor Igor Kovalik traveled with the production and not only edited all of the video packages for the livestreams, but also directed all of the 60-minute livestreams, which were fraught with technical and logistical hurdles.

In addition to the ever-present time constraints of the production, Kovalik took on a number of challenges. “Every location presented its own set of obstacles,” said Kovalik. “Depending on where we were, we had varying lengths of time to scout locations, shoot b-roll and prep for the livestream. To accomplish all of this, I shot and/or directed the b-roll, which allowed me to go back to the hotel room after the shoot and hit the ground running; I could go right to the best pieces immediately and not waste time getting to know the footage first. I can definitely see editors being more engaged and taking on more of this kind of creative role as these types of viral campaigns become more common.”

Kovalik enjoyed a great rapport with the creatives at 180 Amsterdam,which included Dean Maryon, Edward Ryder, Stephanie Oakley and Bryan Stewart.

The campaign has generated many touching moments. One of the most poignant took place during the New York livestream. Singer Alicia Keys surprised students onstage at her old high school, the Professional Performing Arts School during their beautiful rendition of her hit “Empire State of Mind.” Her appearance electrified the students in attendance as she encouraged them to “continue to learn as much as you can learn and give back.”

Rapper Pitbull’s livestream in Miami took place on December 17, 2011, which marked the last stop in the campaign. Highlights from all of the livestreams can be viewed on


Client: Western Union

Agency: 180 Amsterdam

Al Moseley - Executive Creative Director
Dean Maryon - Creative Director
Bryan Stewart - Creative
Ed Ryder – Creative
Matthew Steenburg – Digital Designer
Jonathan Conaty – User Experience Director
Stephen Corlett - Managing Director
Cristiana Spataru - Account Director
Jim O’Regan - Account Manager
Alexandra Ronca – Account Executive
Susan Cook – Head of Production
Stephanie Oakley - Senior Producer
Eline Bakker – Producer
Anna Stolyarova – Senior Digital Producer
Tamara Mahoney - Digital Producer

Lotte de Vroe – Project Manager
Aga Kwiatkowska – Project Manager
Chris Barrand – Head of Business Affairs
Madelon Pol – Business Affairs
Julien Maingois – Additional Animator / Editor
Fiona Fuchs – Additional Editor
Adrian Murray – Additional Editor Assistant
Claire Ford – Additional Post Producer

Production/Post: Beast Editorial
Igor Kovalik – Director/Editor

About Beast
Beast is one of the country’s top editorial houses for commercials, music videos and web virals. With facilities in Santa Monica, New York, Austin, Detroit, Chicago and San Francisco, Beast serves a global clientele with an unparalleled roster of established, award-winning editors as well as up-and-coming talent. Since opening its doors in 2006, Beast has built an impressive and varied body of work for such clients as Harpo Films, Nike, Electronic Arts, Converse, AT&T, Reebok, Southwest Airlines, GM, Toyota, BMW, Mercedes, USAF, Linkin Park and Black Eyed Peas. Beast is a wholly-owned subsidiary of Deluxe Entertainment Services Group Inc., ( ) which is a wholly owned subsidiary of MacAndrews & Forbes Holdings Inc.


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